LABATT CAMPAIGN ASKS "WHAT WOULD YOU DO FOR THE CUP?"
By Adnews Staff
Labatt Breweries of Canada is asking Canadians "What would you do for the cup?" in its new Cup Crazy campaign. The ad effort is running throughout the NHL's Stanley Cup Playoffs season and includes seven 30-second television spots. The spots feature four hockey fans considering the lengths they will go to spend time with the Stanley Cup including french kissing a dog, wiring their jaw shut and marrying their sister. Two spots in the campaign are specifically supporting Labatt Blue's in-case playoff promotion. In Ontario, the promotion gives consumers the chance to win one of four Cup Crazy T-shirts in specially marked cases of Labatt Blue. In Western Canada and the Maritimes, the promotion gives consumers the chance to collect miniature replica Stanley Cups featuring the logos of all 30 NHL teams. The mini Stanley Cup promotion has run in Ontario for the past two years. The promotion returns to Western Canada and the Maritimes for its second year this year. Additional elements of the Cup Crazy campaign include collectible cans and bottle caps for past Stanley Cup champions and point-of-sale materials and merchandise in more than 500 restaurants and bars across Canada. Advertising for Labatt Blue is done by Ammirati Puris. The promotional elements of the campaign including the in-case giveaways and POP materials were developed by Echo Advertising & Marketing, both of Toronto.