Beer fridge configured to be unlocked only by Canadians

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Businesses with niche appeal oftentimes don't want to target a large quantity of potential consumers, but rather those who will truly engage with the brand. Just as Israel's Kidum 700 course posed a challenge to those who came across the advertisement, Molson Canadian's Beer Fridge campaign saw the beverages made available only to those with a Canadian passport. Collaborating with design agency Rethink to celebrate Canada Day, the beer producer placed large red fridges filled with bottles of Molson Canadian in public locations around the European countries of Belgium, France, the Netherlands and the UK. Passersby who tried to open…

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