LABATT TO RELEASE NEW RESPONSIBLE USE AD
By Adnews Staff
Labatt Breweries of Canada will release a new television commercial in its "Know When To Draw The Line" responsible use campaign on Monday. The ad, called "Cupid", was created by Axmith McIntyre Wicht of Toronto. It depicts several unlikely romantic couples that were created by Cupid during a night of drinking. The ad will run nationally. "The television spot is just one part of our commitment to promoting the responsible use of our products," said Labatt director of public affairs Nigel Miller. "Again this fall, we're deploying a full complement of guerilla materials to reach beer drinkers on-premise, on campus and at events to subtly remind them, as a friend, that we brew a quality product and that it's best enjoyed responsibly."