"Christian de Neuvillette had his Cyrano de Bergerac, and now thousands of tongue-tied barflies will have Molson Canadian beer labels to help them captivate the object(s) of their desire." - USA Today
TWIN
LABEL TECHNOLOGY:
Over 250 icons were created for Crispin
Porter + Bogusky and their client, Molson USA.
The goal of the campaign is to give the beer drinker a "conversation
starter" on the back label of each bottle. To see 25 symbols, go to click here.(800k image opens in new window)
Molson,
CP+B Give Beer Drinkers Something to Talk About [10.9.02]
CREATIVITY MAGAZINE - ADCRITIC.COM
Molson: Say anything. "We're honest about what beer is
for," ACD Bill Wright says of Crispin Porter + Bogusky's
new campaign for Molson. "It's for breaking the ice with
people in bars." Figuring people can use all the help they
can get, the campaign centers around repackaging the Canadian
brew with "twin labels," one featuring the Molson
logo, the other displaying one of 84 provocative -- and conversation
provoking -- messages. As the tagline being promoted through
print and television suggests, the twin labels allow you to:
"Let your Molson do the talking."
"You go into bars and you see people holding bottles of
beer, and they hold them like badges," Wright says. "We
can't really compete with Budweiser and say all the things about
people that it does, so we have to take a short cut." Messages
currently being shipped on bottles of Molson include: "Guess
Where My Tattoo Is"; "Wild In The Shower"; "I
Just Want To Be Held"; "I'm Not Wearing Any Underwear;"
and "You're Not My Type". More examples can be viewed
at www.molsontwinlabel.com.
According to Wright, early anecdotal evidence suggests the campaign
might be as catchy as it seems. Distributors in the Northeast
report collecting fewer empty bottles than they sell as bar
patrons take their favorite slogans home with them. "It's
like a fortune cookie," he says. "You want to order
one just to see what you'll get." The agency is already
in a second round of label writing, with the total number of
variations slated to hit 140. "All we're saying is that
when you choose a beer, you say something about yourself,"
says Wright. "We want to let you say everything about yourself."
 
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Lin Wilson (left) and Curtis Whaley (right) stand on the 750
(or so) sketches created for the project.
"They're (Twin Label Molson) selling extremely well. The slogans are so popular that when promotional T-shirts showed up at the company's office, declaring "I'm not wearing any underwear," the staff was clearly moved, Henry said. "They were practically tearing them out of each other's hands."
- Kate Henry, vice president of Dan Henry Distributing in Lansing.
(from Lansing State Journal)
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