LABATT RE-DESIGNS BLUE
By Adnews Staff
Labatt Breweries of Canada has changed the look of its best selling beer. This week the brewer unveiled a new packaging design for Blue that replaces the old solid blue background with a graphic represenation of ice crystals - in blue. Spokesman Nigel Miller told Adnews yesterday that the re-design was aimed at keeping the brand "as contemporary looking as possible." It incorporates the company's new corporate script logo. Labatt has also decided to tell the brand's "product story" with the new labelling, which carries a description of "Hand selected ingredients, brewed without prervatives, naturally aged...." etc. Shikatani Lacroix of Toronto created the design for bottles, labels, cans and cartons. TV and print advertising featuring the new look will begin next week. It was created by Ammirati & Puris/Lintas of Toronto. The new packaging will be phased in from now to the end of the month.