The publications we’re utilising as delivery mechanisms for our tools (Maxim, Stuff, FHM) are the perfect fit both demographically and editorially. From Twin Cover Technology, which transforms an FHM reader from a leering cad to a sensitive soon-to-be millionaire, to Practice Print inserts, which increases a guy’s ability to concentrate on what’s truly important when conversing with women, to Wallet photo inserts (perfed cards with images of Grandma, cute puppies, etc), all of which improve our guys' chances with women.

Consumer testing continued to show that Making “Friends” print advertising has increased Molson’s overall appeal and purchase intent in 2004. In addition, it was part of an overall campaign that was honoured with several awards in 2004, including Brandweek “Guerilla Marketer of the Year” and IMPACT “Hot Brand of the Year” by MarketWatch, an industry publication.