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10-08-2008, 07:47 PM
kevanos's Avatar
Join Date: Dec 2007
Location: Mtl
Country: Canada
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Originally Posted by slocheauska View Post
Are you referencing to "Average Joe" ? Cause I never heard the expression "bon Serge" before Molson used it. I know "bon Jack" though. I think "Jack" may be that "Joe" in English, not Serge.
This is where their campaign fails.

"Un bon Serge" is liek calling someone "un bon Jack" except they didn't want to use Jack because it's too anglicized. They went for a pure Quebecois name instead hoping it would catch on, but to this day people are still confused as to what it really means.

The "bon serge" guys actually had a commercial on CKMF or CKOI this summer explaining what i just said above. It really killed the joke for me when they felt they had to spoon feed teh punch line to the population.

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