Molson Beer Rewards Grit of Team Canada Parents with Endorsement Deals at Paris 2024

Rethink shares its latest Molson’s Olympics campaign, which sees the brand sponsoring a usually unheralded, but critical group of people who massively contribute to Canada’s success at the Games – the parents of Team Canada athletes. 

Molson’s gives nine deserving moms and dads of Team Canada athletes official paid sponsorships. The brand has suited them up in Molson gear and given them the chance to crack a cold one in the spotlight that is usually reserved for their kids.

We know that being a parent to an Olympic athlete isn’t easy. From 6am practices an hour from home in the dead of winter, to spending countless hours in the stands, to the high costs of travelling to competitions around the globe, raising a world-class athlete is one tough job. 

To celebrate, thank and compensate parents of Team Canada athletes for the essential role they have played in raising the country’s stars, Molson is signing nine deserving moms and dads to endorsement deals. 

These paid endorsements come with many of the perks that a pro athlete would receive – including contract signings, a starring role in a commercial, documentation of their journey in Paris across Molson’s social media channels, and of course, beer.

The hero OLV provides a clever misdirect, where the shadowy figures warming up in Molson tracksuits are revealed as a group of proud parents, who triumphantly crack a cold Molson in unison as they march their way into the spotlight.

“Molson is all about bringing Everyone In, so we wanted to champion a group of people who so often remain just outside the spotlight.” says Caroline Friesen, partner and creative director of Rethink. “The parents of Olympians invest so much in these athletes and their careers, so it’s only right that they get the opportunity to sign an endorsement deal, too. They’ve given so much to Team Canada’s athletes, so (in addition to some other perks) we gave them beer.” 

The campaign is brought to life with both video and still assets, supported by OLV, social and Connected TV, including CBC Gem. It will also feature localised OOH ads in Toronto, Vancouver and Montreal (in close proximity to the parents’ hometowns).