In 1768 a company was born. John Molson founded a small company in rural Quebec that would spark a beverage revolution as we know it. Since its inception it has become the fifth largest brewer in the world and employs approximately 3,100 Canadians in its six respective breweries. Molson is one of Canada's oldest brands and the oldest beer brand in North America. . Award-winning brands include Molson Canadian, their flagship beer, Molson Export, Molson Dry, Coors Light, Rickards Red and Marca Bavaria under its brand. They also have working relationships with premium brands such as Heineken, Corona, Miller Genuine Draft, Fosters Lager and Creemore Springs. Molson strives daily to maintain its identity and build an emotional connection with its consumers using marketing campaigns such as "The Rant" promotion. In 1994 Molson launched its most successful campaign to date. They played on a strong sense of Canadian identity and decided to build on the fact that up until that point Canadians had always been mistaken for Americans. Molson created the term “I Am CANADIAN” to differentiate ourselves from Americans and to incorporate a sense of national pride while creating brand emotion. This campaign proved to be a success and in March 2000, under the direction of MacLaren McCann Advertising of Toronto, they launched the next promotion entitled "The Rant". This advertising produced $8.8 million in free media coverage and increased their overall increased market share by 2% or $20-27 million in sales for the following year. Molson's stock price rose 1.8% over the next year. The Rant revitalized the Molson brand by creating awareness among 19- to 29-year-olds and established itself among the non-beer crowd and built a sense of national identity into its brand. They sold the idea that by consuming their brand the "average Joe" could party with scantily clad models on backyards. The Rant campaign that debuted during the Oscars after Canada's guilt routine in 2000 and was followed by Find Out How Many People Watched the Oscars. This campaign produced much controversy after its initial airing. It was unknown whether it was pro-Canadian or anti-American and never aired on American networks. Prior to The Rant campaign, Molson used the slogan "I AM Canadian" from 1994 to 1998 and from 1998 to 2000 with "Here's where we get Canadian". Molson Canadian is a passionate sponsor of all things Canadian..