The APP Campaign has repositioned Molson Dry as 'the definitive party beer' and has turned around a 5 year decline for the brand. Molson Dry is the only Quebec beer which has halted this general market decline. Previously known as an 80's middle-aged beer, its image is now modern, young and relevant.The APP website currently has over 1500 members.Our 20 Molson Dry Circuit parties averaged 2000 people a night allowing us to put a Molson Dry in the hands of 40,000 18 -24 yr olds.

Party Pros completed player cards on APP web site. Selection came from submitting your wildest party story.APP Scouts visited bars recruiting pros.On TV Molson Dry announced it was the Official Beer and launched a new APP can.A big box showing APPs Living Legends generated 7 million hits - the most visited online beer ad ever in Canada.The APP Circuit was a season of 20 official parties over four months.At those parties we selected 18 party animals for an APP Quebec Team.We challenged underground party web sites to get their journalists onto the APP Team. That gave us free, branded content of our Circuit parties on their web sites.The APP Quebec Team's first international fixture was in Prague, March 2009. Online, APP TV gave fans and pros the latest news, fixtures and statistics. Party Pros uploaded photos and wrote captions.