Launched in December of 2005, the Molson Coors Canada Angels campaign is designed to increase consumer and retailer awareness about responsible choices, through visiting various Molson Coors retailer events during the course of the year. The Angels are teams of entertainers dressed as guardian angels who mingle with the evening crowds in bars throughout Quebec, raising awareness of responsible drinking and encouraging consumers to choose a safe way home. This means being a designated driver, taking a taxi or public transportation, or riding with a designated driver.

As they interact with the bar patrons, the Angels give away promotional gifts like key chains and light pens to designated drivers who sign a pledge to abstain from drinking for the evening, providing them with bracelets which are good for an unlimited supply of water at no charge. For all consumers, the Angels offer scratch cards which list choices of safe means of getting home and award prizes, but perhaps the Angels’ greatest gift is the thousands of taxi vouchers they’ve handed out to individuals needing a ride home. More than 5,000 taxi vouchers are distributed per year to consumers through the campaign.