LABATT ROLLS OUT NEW BLUE PACKAGING
By Adnews Staff
Labatt Breweries of Canada began rolling out new packaging for its Labatt Blue brand this week. The design, by Shikatani Lacroix of Toronto, is intented to reinforce notions about the beer's heritage and taste. To be used on all Labatt Blue cans, bottles and cases, the new packaging includes a John Labatt crest, a spike of barley and an icy texture background. The top panel of each case reads "This refreshing, easy drinking Pilsener-style lager continues the proud brewing tradition, begun in 1847, of our founder John Labatt." Also, the word "pilsener" is more prominently featured on the packaging, written in gold lettering. Labatt expects a full rollout of the new packaging in Canada and the U.S. by the end of the month. A new television commercial focusing on the brand's heritage and quality and displaying the new packaging breaks next month. It was created by Ammirati Puris of Toronto. Labatt will also begin a new program tied into its sponsorship of the Canadian Olympic Association and the upcoming Salt Lake City Games.