Crispin Porter used to say that your advertising idea should be a PR story. Telling Canadian men to have less sex fits that bill.
Molson Export sales in Canada had been in decline for more than 20 years. Which was a good time to work with them, as they were ready to try an unusual approach.
We built a campaign around the idea that Canadian men were too virile, too manly, and having too much sexy sex. They needed to lay off and make time to drink beer.
We were confident the campaign would get noticed, but we weren’t ready for how successful it would be. Molson Export sales didn’t just go up, they went up so fast they had a delivery problem on their hands.