PALM AND BUDWEISER TEAR LABELS IN NEW CAMPAIGN
By Adnews Staff
Montreal-based Palm Publicité Marketing and its client Budweiser are using torn beer bottle labels in a new advertising campaign in Quebec. The billboard campaign's creative has been designed around an urban legend about the significance of a totally or partially removed beer bottle label. The first execution broke on May 28 and features a Budweiser beer bottle with the label completely removed. The headline reads "Invitation à..." (Invitation to). Additional executions will follow throughout the summer season with the headlines "Invitation à flirter" (Invitation to flirt), "Invitation à danser" (Invitation to dance) and "Invitation au chalet" (Invitation to the cottage). Each variation will feature an appropriately torn label.