HOOPSTERS BACK MODERATION
By Adnews Staff
Labatt Breweries of Canada is using the popularity of pro basketball players to persuade young people not to drink too much. The Toronto Raptors and Vancouver Grizzlies of the NBA are featured in the latest instalment of the brewer's "Know When to Draw the Line" campaign for responsible alcohol use. The tip-off was this week for the new stadium ads and billboards in Toronto and Vancouver. Labatt is considering using other media as well. The billboards have claw marks dug into the words in the message: "Be an animal on court. Not off." The campaign was created by Axmith, McIntyre, Wicht of Toronto.
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