Labatt begins Rocky Mountain Truth campaign
By Adnews Staff
Labatt Breweries of Canada has begun a new ad campaign in Ontario for its Kokanee brand that presents the product as a “real mountain beer.” The creative compares Kokanee to Coors Light, which is described as a “not-so-real mountain beer.” The campaign, called “Rocky Mountain Truth,” began in June with the launch of a website located at <http://www.rockymountaintruth.ca>. A radio commercial broke earlier this month. That ad contrasted the sounds of birds and streams, representing the Columbia Brewery in Creston, BC, with the sounds of car horns and airplanes, representing the Molson Coors brewery in Etobicoke, ON. Television, print and online advertising will begin this week, with creative making use of the same themes. “Our customers have told us time and again that authenticity is extremely important to them,” said Harvey Carroll, vice-president marketing at Labatt. “In our opinion, Coors Light has crossed the line in communication by marketing their beer as a ‘Rocky Mountain Beer.’ We think Canadians deserve to know that in fact, none of the Coors Light sold in Canada is brewed in the Rocky Mountains.” The campaign was developed by Grip of Toronto.