LABATT SEARCHES FOR BUD LIGHT INSTITUTE CEO, BREAKS NEW CREATIVE FOR BLUE LIGHT
By Adnews Staff
Labatt Breweries of Canada is searching for a chief executive officer for The Bud Light Institute, an organization featured in the brand's television advertising. The concept was developed by Labatt's public relations agency Weber Shandwick Worldwide. The promotion is targeting Ontario men aged 25 to 34 years. Classified ads in Toronto dailies The Toronto Sun and The Toronto Star and in Eye and Now magazines are being accompanied by an email component. The classified ads and emails direct possible candidates to the <http://www.budlightinstitute.ca> Web site where they can print an application form. Interviews will take place at the temporary home of The Bud Light Institute at City Core Golf in Toronto on July 31. The successful candidate will be announced on August 3. He will hold the job for eight weeks, during which time he will be required to act as spokesperson for The Bud Light Institute and attend meetings to develop new ideas to help men find more time to spend with their buddies. John Verdon, brand manager at Labatt Breweries, said the intention of the initiative is to give The Bud Light Institute a life beyond the television ads. Advertising for Bud Light is done by Toronto-based PJ DDB Downtown, which also created The Bud Light Institute.
Also, Labatt has released a new television commercial as part of its "Free Your Time" campaign for Blue Light. The 30-second spot depicts three employees who create clones of themselves to take their places in a meeting. The spot, called "Clone", will run nationally until the end of the year. The "Free Your Time" campaign was created by Toronto-based Ammirati Puris. In addition to advertising, other components of the campaign have included a "Message in a Bottle" promotion, a petition calling for a new long weekend in June and a "Blue Light Weekend Countdown Clock," which signals the start of the weekend every Friday at 5:00 p.m.