LABATT MAKES A BOOM IN QUEBEC MARKET WITH TWO NEW FLAVOURS
By Adnews Staff
Labatt Breweries has brought two new flavours of its Boomerang line of malt-based beverages to Quebec. The flavours, Tropical Punch and Exotic Orange, are being promoted with a campaign of new creative from Montreal-based Palm Publicité Marketing. The promotion, called "It's Summer, Let's Celebrate!", invloves a group of people called the Boomerang Squad which will travel to bars and restaurants in Quebec this summer, accompanied by a tropical band. A MEGABOOM party is also planned on Saint-Laurent Street this Saturday. The party will include music, dancers, entertainment, sampling and a draw for prizes including a trip to Australia. Advertising for the new flavours includes television, radio and helicopter advertising, in which a banner is pulled behind a helicopter as its flies over high traffic areas. Previous Boomerang flavours include Lemonade, Kiwi-Line and Raspberry Iced Tea. The drink is sold in 341 ml and 1.18 L sizes. Public relations for Labatt Breweries in Quebec are handled by Hill & Knowlton/Ducharme Perron of Montreal.