BLUE LIGHT HIGHLIGHTS, FUN, FRIENDSHIP, OUTDOORS IN CAMPAIGN
By Adnews Staff
Toronto-based Labatt Breweries is showing what it's like to have fun outside with your friends in a new, cross-border marketing campaign for its Blue Light brand. In Ontario, the campaign includes a series of three television spots, new packaging design, a series of billboards and a point-of-purchase and retail promotion this summer. The campaign is also running in several U.S. markets. "We listened very carefully to what people told us and incorporated their input into all aspects of the exciting and new Blue Light campaign," said David Kincaid, vice president of marketing at Labatt. In one TV ad, called "Search," a group of guys are seen looking for the ultimate skipping stone for a friendly competition. A spot called "Language" features a group of friends trying to guess what one of them is saying underwater. In the third spot, "Sprinkler", friends are each seen taking a jump over a backyard sprinkler. The spots broke yesterday during the Academy Awards broadcast on CTV. The new package design was created by Shikatani Lacroix and features an updated logo with two colors and the word "Light" appearing in white. An image of an iceberg is seen with light rays behind it. In Canada, Blue Light bottles will also feature an oval shaped label. Labatt plans to reinforce the new theme with customers this summer through retail and point-of-purchase promotions designed to capture a Friday afternoon feeling, when work is done after a long week.