BOOMERANG SLINGSHOTS TWO NEW FLAVORS INTO MARKET
By Adnews Staff
Labatt Breweries of Canada has produced two new flavors for its Boomerang flavored alcoholic beverage line: Raspberry Iced Tea and Kiwi Lime. These are the first extensions to the line since the debut of the Boomerang Lemon flavor in 1998. The drink is targeted to the 19-29 year-old age group which is looking for an alternative to beer or spirit-based coolers. The drink is available in British Columbia, Ontario, Quebec and the prairies in beer and liquor stores. Labatt is promoting the new flavors with a multimedia advertising campaign from Ammirati Puris Lintas of Toronto. Two 30-second television spots, cinema and outdoor advertising in addition to print ads are scheduled to run throughout the summer. On-premise promotions will also run in select markets across Canada with Boomerang crews promoting the new flavors at bars and restaurants.