Central Station wins Molson’s Belgian Moon

The Toronto shop is now creative and strategic AOR for the wheat beer brand, newly launched in Canada.

Toronto agency Central Station has been named strategic and creative agency of record for Molson Coors Canada’s Belgian Moon brand.

Marketed as Blue Moon in the U.S., the wheat beer soft launched in Canada last year as Belgian Moon. It has been sold in licensed establishments with some on-premise and PR support.

Now, Central Station will be following that up with an integrated campaign this year. The shop is now responsible for developing the brand’s creative, including paid media, promotions, social and digital, on-premise activities and sampling. Media planning and buying will be handled by MEC.

For its part, Central Station formed in Toronto last year as a merger between independent agencies MonkWilliams and Zebra Studios. The agency is led by by five partners: Paul Perkins, Joe Angellotti, John Boniface, Brad Monk and David Williams.

Its client roster includes Nike, Molson Coors’s Mad Jack brand, Nestlé, Hudson’s Bay Company, Weetabix, Lindt and Humber Regional Hospital.