PALM PUBLICITE TUNES INTO THE R.O.C.K. FREQUENCY
By Adnews Staff
Palm Publicite Marketing of Montreal has hit the television airwaves with a new ad campaign for Labatt's Budweiser brand that promotes the beer's "rock" attitude. The agency introduced this brand positioning in May of last year. The campaign includes two 30-second spots and point-of-sale materials. The television ads feature rock music from groups such as Third Eye Blind and Our Lady Peace. The spots are being supported by ten audio kiosks called R.O.C.K. mega bottles. Each bottle stands ten feet high and houses two listening stations that play rock music. The mega-bottles will be rotated through 50 stores in the Provigo, Maxi and Loblaws chains until September 2000, broadcasting the top ten rock hits of Montreal radio stations CHOM and CHOI, which have partnered with Labatt for the promotion.