Molson’s ad is also about capturing the “fleeting” joy of summer and “soaking up every second” of the season, said Malcolm. This year the brewer launched its summer campaign earlier, to coincide with the beginning of the NHL Stanley Cup playoffs on April 20, and wants to be “at the forefront” of every seasonal moment. 

Along with the TV ad, the integrated campaign will comprise PR, influencer and experiential activations. 

Since “Everyone In” contributed to an “outstanding year [in sales] for the Molson family of brands,” according to Malcolm, the brewer is hoping that this campaign’s more inclusive approach will also yield strong business results for 2024.

“We want Molson to show up in more backyards, patios and decks than ever before,” she said.