BUD LIGHT TEES OFF
By Adnews Staff
Toronto-based Labatt Breweries of Canada has teed up a new Bud Light in-pack promotion. Officially launching today, the promotion gives Ontario consumers a package of three Dunlop Double Titanium golf balls in specially marked cases of Bud Light. The in-pack promotion is being supported with a new television spot and a radio campaign. The TV spot is designed to point out how good the golf ball promotion is by comparing it to another fictitious promotion Bud Light ran which gave away golf commentators. In the spot, the commentators are seen following a Bud Light drinker through his day, providing play-by-play commentary of his life. The spot concludes with the brand's tagline "This calls for a Bud Light." Advertising for Bud Light is done by PJDDB Downtown of Toronto. PR for Labatt is handled by Shandwick Canada Inc. of Toronto.