More than a decade ago, we proposed an idea to our long-time clients at Molson Coors: creating a regular cadence of internal videos for thousands of sales employees and independent beer distributors throughout North America.

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Molson Coors TV, or MCTV, is about making a big company feel smaller and more personal, reaching people in a more immediate and emotional way than text in an email could. These 2.5-minute videos summarize key information about new products, sales initiatives and strategic partnerships; celebrate employee accomplishments; and highlight sales success stories.

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“Technology has obviously boosted expectations for how quickly people want to get information, whether they are consumers or employees,” said former Molson Coors executive Pete Marino in an interview. “Before we came out with a video series … called MCTV, we communicated with text-laden emails. MCTV is a better way for us to create and effectively communicate information through visual storytelling and has been a great improvement for us.” 

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MCTV still exists today as a recognized, reliable form of video communication. The content is often repurposed for social media, meetings and conferences, and media outreach.