Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing.

Description: For a limited time, the Molson Coors brand is marketing three new candles scented to evoke, in the best possible way, the distinct, um, fragrance of some watering holes — and the good-time experiences you’ve had there in the non-pandemic past.


Date: Mar 23, 2021


Questions for discussion:

  • What do you think of this fundraising concept?
  • What other businesses might benefit from this approach?
  • How can it be enhanced?