The use of Don Cherry as a spokesperson in Molson's mini-kegs (or Bubbas)commercials rather than an unknown model is an example of a very popular form of advertising today - the use of:

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Molson's decision to use Don Cherry as a spokesperson is an example of celebrity endorsement, which is a popular form of advertising used to increase brand recognition and appeal to consumers. Don Cherry is a recognizable figure in Canadian television and sports, and his endorsement can influence the behavior of his fans and followers. This also creates a relatability factor between the brand and it's consumers.

The Use of Don Cherry as a Spokesperson in Molson's