LABATT INTRODUCES SKINNY BEER
By Adnews Staff
Labatt Breweries of Canada introduced a low-calorie beer last week called Labatt Select. While the brew has only 99 calories, its 4.2% alcohol content keeps it out of the light category. Labatt decided to play on the fact that a brew containing more than 4% alcohol cannot legally be labelled a light beer. It is running TV and on-line ads in the form of a courtroom drama in which witnesses argue whether Select is a light or regular beer. The tagline is, "The beer the law won't let us call light." Besides the TV and Internet advertising, the launch campaign is using radio, direct mail and in-store advertising. Eerything starts today. Ammirati & Puris/Lintas created the TV and radio commercials. Cyberplex of Toronto did the Web ad. Hughes Rapp Collins of Toronto is doing the direct mail.