Molson Canadian is encouraging consumers to greater appreciate their surroundings through its Red Leaf Project, which is providing plantable beer coasters embedded with tree seeds.
Recently, we saw the Tierra Patagonia Hotel & Spa in Chile offer virtual seeds to its guests, giving them the chance to help reforestation in the hotel’s neighboring spaces. Now, beer brand Molson Canadian is encouraging consumers to greater appreciate their surroundings through its Red Leaf Project, which is providing beer coasters embedded with seeds to help them plant trees. Those buying crates of Molson Canadian or ordering the drink at bars will receive a coaster for the duration of the promotion. Each coaster is made of seed paper, which grows into a tree when watered, given the right conditions. The company plans to release one million of the coasters, which also contain a pin code that gives customers a chance to win a pair of tickets to an outdoor concert taking place in their part of Canada. When entering the pin code, users can enter their address and Molson Canadian promises to put money towards a park in the area and has set aside USD 400,000 for this purpose. Fans of the brand can also get a guaranteed ticket to the Molson Canadian Red Leaf Project show in Toronto by signing up to volunteer at one of its 100 Park Projects across the country. The campaign aims to encourage younger beer-drinkers to become actively engaged in environmental projects while also enjoying themselves and appreciating the Canadian outdoors. Marketing firms – how could you help promote a brand while also encouraging eco-friendly behavior?