PALM INTRODUCES BUD SHELTERS
By Adnews Staff
A new advertising campaign for Labatt's Budweiser brand has Montreal-based ad agency Palm Publicite Marketing turning bus shelters around Montreal into "Bud" shelters. Beginning Monday, the agency will attach 10-foot-high replica Budweiser bottles to seven bus shelters in the city. The campaign is designed to further promote the beer's "'ROCK' attitude" brand positioning the agency introduced in May of last year. Inside the shelters, the bottles will be equipped with DVD players and 27-inch screens that will continuously display rock videos by groups such as Third Eye Blind, Red Hot Chili Peppers, Creed and Limp Bizkit. Shelters located near bars and universities were chosen to reach young rock fans and Budweiser drinkers. Labatt first used these bottles as part of a promotion in April when the company partnered with Montreal radio stations CHOM and CHOI. The bottles were rotated through 50 stores in the Provigo, Maxi and Loblaws chains, displaying the top ten hits of CHOM and CHOI.