Previously, traditional media was used to build awareness of the Cold Shots brand, but it had trouble conveying the uniqueness of the Cold Shots drinking experience. With the new positioning – True Canadian Taste Amped Up – the online channel was used to drive mass awareness of Cold Shots among the target group, communicate its unique attributes and connect the brand to music. The online guitar simulation game combined hard driving music to addictive gameplay that drove the connection between Molson and its devotion to the music brand pillar, while also expressing the distinctiveness of the Cold Shots product.