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As generations pass, Remembrance Day is being forgotten. It’s a disheartening irony.
Younger generations (19-35) are no longer wearing poppies to honor fallen soldiers nor taking a moment of silence. This so happens to be Molson’s target audience.
How do we get a group so unfamiliar and apathetic about these historical events to stop, and remember?
Molson creates a Seal of Remembrace ⁠— a seal under each bottle cap that serves as a simple reminder to remember.

Take a moment to remember. 

Molson established the first ever bottle-return program in 1927. So, for the month of November, Molson will donate price of all returned bottles. 
The proceeds will be donated to the Royal Candian Legion. 

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