Molson Goalies

When the NHL returned to the ice following a lengthy work stoppage, Molson hired Grand Central Marketing to execute a grassroots promotion that would rekindle excitement among fans and position the brand as the beer of choice for hockey fans. The Molson Goalies program took place in seven NHL cities in the weeks leading up to the start of hockey season. In each market, teams of six brand ambassadors wearing Molson-logoed goalie uniforms made unannounced appearances in high traffic locations, outside stadiums and arenas, and in bars. They entertained consumers with goal scoring contests, hockey trivia questions and games. Wherever the goalies went, they gave away Molson-branded premiums including t-shirts, hats, stress hockey pucks, inflatable goalie sticks, goalie bags and jerseys.

The promotion succeeded in its "goal" of reaching hockey fans and closely aligning Molson with the sport. Over the course of the promotion, more than 30,000 premiums were distributed. Not only did the goalies cause a stir among consumers, but the local media also took notice. The goalies appeared on television a total of ten times and their photos were in the newspaper seven times.