Labatt breaks Blue campaign in Quebec
By Adnews Staff
Labatt has begun a new campaign in Quebec for Labatt Blue. Called "Fiers d'être Bleue," the campaign depicts the brand as an "unpretentious, delicious, and thirst-quenching beer" that Quebecers enjoy with their friends. "It's a 'tribute to Quebecers' campaign, a campaign for people who love the Labatt Blue, that we are launching," said Claudie Brassard, Quebec marketing manager for the brand. "Labatt Blue has always been close to the hearts of Quebecers. There are so many types of Quebecers that we want to pay tribute to and that we would like to feature" According to the company, the campaign is part of a long-term strategy for the brand that will "celebrate the love affair between Labatt Blue and Quebecers." The campaign, created by BBDO, will make use of billboards, the Internet and 30-second television commercials. The commercials will introduce two spokescharacters called Phil and Olivier, who are Quebecers who like to have fun and who are proud to drink Blue.