Bonne Nuit Les Vrais

In the very early hours of March 4th, as the Canadiens faced the Sharks in a late-night West Coast game, sleepy Habs fans were met with a surprise commercial from Molson Export, created just for them.

The Real Ones who were still up watching the game were greeted by Habs alum José Théodore, who offered these loyal, sleep-deprived fans the chance to win a limited edition CH robe, designed by graphic artist and Habs superfan Pony, all thanks to Molson Export. You can check out the late-night spot here.

“Molson Export has been a proud partner of the Montreal Canadiens for nearly 70 years, which means we know a thing or two about being a Real One. We're constantly inspired by the dedication of the diehards and the lengths they will go to support their team. So we wanted to do a little something to reward them,” explains Kara Fitzpatrick, Marketing Director, Molson Coors Beverage Company. “This is just one of many things we have planned for the Real Ones, both present and future, this year. Keep an eye out, and an Export close–you never know!"

It's no secret that Habs fans are a different breed. After all, they've been known to sell out practice facilities for prospect games in the summer, and even once bought a billboard to cheer up a player after a rough season. Molson knows that Real Ones will not hesitate to sacrifice their sleep to cheer the team on to the very end during late West Coast games. That's why, this season, Molson Export is raising a cold one to all the Real Ones.

“Most sponsors celebrate the feel-good, togetherness side of fandom. But true Habs loyalty shows up in less glamorous ways, like fans staying up far too late to catch a West Coast game, knowing tomorrow will hurt,” adds Charles Côté, copywriter at Rethink. “For generations, Molson has been part of those rituals. With this campaign, we showcase how the brand embodies and celebrates the lived, sometimes irrational devotion of Habs fans.”

As the official beer of the Habs, this initiative is just one part of Molson Export's ongoing efforts to celebrate the team's fandom alongside the fans themselves, with more unexpected moments designed to reward the Real Ones, both present and future, still to come.