Fresh off the success of their summer spent tree-planting across Canada, Molson Canadian is turning their environmental sights to the upcoming Great Canadian Shoreline Cleanup. The brand manager of Molson must be doing their job well, as nothing says Canada quite like rewarding Canadians for planting trees with beer and t-shirts.
The Red Leaf Project, as it is known, saw thousands of Canadians from across the country volunteer their time to plant 100,000 new trees. The aim (aside from selling beer and aligning their brand with eco-conscious partners Evergreen, Tree Canada, and the World Wildlife Fund) was to plant 100,000 trees in parks from coast to coast, which will have the capacity to sequester roughly 296 tonnes of CO2. (Which, to put it in terms Johnny Canuck can comprehend, is the weight of 3,688 kegs of beer.)
“The enthusiasm Canadian’s had for this summer’s park projects and their support for our tree planting initiative exceeded our expectations,” according to Jamie Sprules, Senior Brand Manager at Molson Canadian. “This project has been a great vehicle to channel Canadian’s passion for the outdoors into action.”
And building on this success, Molson is switching gears from trees to trash as they wield their mighty brand power and advertising heft in helping orchestrate six events in various Canadian cities between September 17-25 as part of the Great Canadian Shoreline Cleanup.
The Shoreline Cleanup originated in Vancouver in 1994, when a small group of volunteers organized themselves to clean up Stanley Park. It was so successful that it became an annual event, becomming a national event in 2002. In 2010, it registered over 47,000 participants who removed litter from 2,235 km of shoreline in Canada.
While obviously not entirely altruistic on Molson’s part, it is still refreshing (pardon the pun) to see a corporate giant wield its power for good. 100,000 trees planted here, 296 tonnes of sequestered carbon there, and thousands of pounds of litter removed from our water and shores. I am of the mindset that every little bit helps.
Hell – if a tired tree-planter or shoreline-cleaner wants to unwind with a six-pack of Canadian after a day of volunteering to help the environment, all the more power to them.
- – -