2016.05.18

Mad Jack adds new flavours

The Molson Coors brand of flavoured lager adds root beer and ginger to the roster, complete with a new campaign.

There are two new additions to the Mad Jack family, as the Molson Coors brand of flavoured lager is expanding its roster with a ginger-flavoured lager and a hard root beer.

“This is an exciting category for us at Molson Coors,” Chris Waldock, director of marketing for import beer, cider and FAB at Molson Coors Canada, said in a press release. “Leading the flavour trends and being in front of the ever changing tastes of today’s millennial beer drinkers is crucial. Mad Jack does a great job of getting into the fridges of beer drinkers and people who are just on that fringe of wanting to drink a beer but don’t necessarily see themselves as beer drinkers.”

This is an exciting category for us at Molson Coors. Leading the flavour trends and being in front of the ever changing tastes of today’s millennial beer drinkers is crucial. Mad Jack does a great job of getting into the fridges of beer drinkers and people who are just on that fringe of wanting to drink a beer but don’t necessarily see themselves as beer drinkers.

The new flavours are the latest to come out of Molson Coors’ innovation division and brewmaster Steve Stradiotto.

Mad Jack Hard Root Beer and Premium Ginger Lager are being launched with a campaign by Central Station, which also worked on the launch campaign for Mad Jack Apple Lager in Canada last year. The campaign will be led by OOH executions in most major urban centres in Canada, including digital boards in Edmonton, Calgary and Vancouver, street column posters in Montreal and a giant Mad Jack can installation in Toronto, with standard billboards appearing in many other areas across the country. Central Station also developed two 15-second spots – one for each new flavour – that will air on TV and as pre-roll. New 15-second videos for the original apple flavour also debuted last month.

Central Station also created social posts that will promote both the new flavours and the full line of Mad Jack products. MEC is on the media buy and Citizen Relations is handling PR.

Central Station worked with Molson Coors since last summer to develop the product packaging, which uses the simple design of Mad Jack apple with the colours (brown for root beer and green for ginger) that Canadians have grown to associate with the flavours. It also helped create the “Mad Jack Crazy Good” mixer pack, which brings all three flavours together.

“Millennials aren’t buying that case of beer that their dad bought. They see the world as a buffet and they like choice,” said Brad Monk, partner and creative director at Central Station. “The Mad Jack brand is hoping to take advantage of being part of today’s mix while it looks to challenge the typical beer taste and tone.”

Millennials aren’t buying that case of beer that their dad bought. They see the world as a buffet and they like choice. The Mad Jack brand is hoping to take advantage of being part of today’s mix while it looks to challenge the typical beer taste and tone.