Canadians install passport-activated beer fridge at Sochi
Cold beverages are doled out to any Olympian with a Canadian passport
Wednesday 12 February 2014
Anyone who’s indulged in a few too many drinks on a winter’s evening knows that alcohol and ice don’t always mix so well, but for Canadians competing at the Sochi Winter Olympics it seems the combination might come more naturally.
Canadian beer-makers Molson have kitted out their country’s club house with a beer fridge that only opens with a Canadian passport.
Painted bright red and adorned with Molston’s maple leaf logo, the fridge comes with an electronic reader that responds to the government seal on the Canadian passport. Once the document is inserted the door springs open and there are free beers for all.
The fridge was actually created by the company for a marketing campaign in June 2013 (below), being placed in various locations (including London) and lying in wait to lure in passing Canadians.
Aaron Starkman, who was part of the creative team behind the campaign, told ABC news that "it was always part of the plan to send the fridge to Sochi."
"The notion was... and I think this is true with Americans as well for us, that the further you are away from the home the more Canadian you feel," said Starkman. "We wanted to just have an icon to remind people of Canada and to have a taste of home when they are so far away."
With Canada currently trailing Norway in the medal table by just two bronze medals, it’s unclear whether their path to success depends on them cutting back on the sauce or grabbing a little more Dutch courage before heading out on to the slopes.
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