Beer brand Molson Canadian raised the question, “What makes someone Canadian?” in hopes of strengthening its relationship with its consumers through an authentic celebration.
The brand positioned a bright red refrigerator in the middle of a park in Canada with a voice box and the instructions, “Say I am Canadian to open fridge.” What it did not specify is that the refrigerator required a six-language passcode to be unlocked. Passersby soon made the connection and began volunteering one by one, saying the phrase in languages from all over the world. Eventually, they were successful in opening the fridge and rewarded with shelves of free Molson Canadian beer.
By positioning six languages as the key to unlock this multilingual fridge, Molson Canadian encouraged its Canadian consumers from various backgrounds to participate and come together in an ultimate multicultural celebration. This experiential initiative is an example of a brand emphasizing two-way communication and strategically relating its own identity to the identity of its consumers in a genuine and inclusive way.