In a backlash from the mudwrestling jiggle-fest, Molson has a different approach: The Molson Man. A hunk for the ladies with an advertising twist. Sell the hunk to the ladies in Cosmo and sell the fact that the ladies are being sold to in men’s magazines with this interesting copy:
“Hundreds of thousands of women. Pre-programmed for your convenience. As you read this, women across America are reading something very different: an advertisement scientifically formulated to enhance their perception of men who drink Molson.”
