With See My Name, the beer brand reacted to the glaring inequalities female athletes were facing. By entering a new sponsorship with the PWHL and making sacrifices to their own brand visibility, Molson was able to shine a light on these inequalities and give female players the recognition they have long deserved.

While the interest in women’s sporting leagues is growing, they still lack the same visibility, funding and fan base as their male counterparts, often playing in smaller arenas with less air time.

They also adopt sporting norms that were developed for men that don’t always fit the needs of women. In See My Name we were able to identify one area that was adding to the problem: their jerseys.

Originally designed for men, the placement of their names wasn't working in favor of a majority of the players who have long hair, as it tends to cover part of the name.

This has made it harder for people to read their names during game play, ultimately lessening their chances of gaining recognition and developing a fan base.

By sponsoring the PWHL, and choosing a unique place to add their logo, Molson could take that space above the number, pushing the names of the hockey players to sit in a more visible spot on their lower backs.

Instead of obstructing the player name, their hair would cover “Molson,” making the brand the “hidden sponsor of the PWHL”. By hiding the brand name, we allowed hers to be seen.

With the jerseys making an appearance on March 8th - International Women’s Day, we launched just days prior with an impactful OLV, OOH and social placements.

In our video, we highlighted the problem that women athletes were facing and unveiled the updated jersey designs.

On March 8th, Toronto and Montreal went head to head. The idea was supported with in-arena activations, and influencers who showed up on game day wearing the special jerseys, as well as a paid Sportsnet integration.

Our campaign was amplified by a comprehensive media relations program, which we kicked off with an exclusive story from sports reporter Mike Ganter of the Toronto Sun that was syndicated widely across Postmedia networks. Coverage around See My Name continued for nearly two weeks, receiving headlines and broadcast coverage nationally and internationally.

Within three weeks of the campaign launch, Molson saw an increase of retail sales, exceeding by 5.8% nationally and +15.2% in Ontario. Since then, there has been an increase in brand love, with new consumers finding Molson both locally and internationally.

Overall, the total earned impressions exceeded 2.9 billion with the majority being overwhelmingly positive responses, boosting brand perception and making it the most shared campaign in Molson history.

While owned social channels helped to promote the execution, platforms such as Instagram and TikTok bolstered the message. Impactful voices, such as Billie Jean King, sporting aficionados and influencers spread the initiative by sharing and posting their own content.

This allowed us to reach a wider audience, including Gen Z and international communities who became new fans of the Molson brand.