LABATT LAUNCHES NEW COOLER PACK
By Adnews Staff
Drinkers of Labatt's Blue will now be able to buy 12-packs of the popular brand in cartons that double as coolers. The Blue Cooler Pack was launched last week at beer stores and LCBO combo stores across Ontario. Consumers simply have to open the top of the case and add ice. The innovation was the result of considerable research aimed at making a carton able to hold ice and water. They are returnable and recycleable and retail at $15, 20 cents more than a regular 12-pack of Blue. Advertising will use television, radio and outdoor signs with the slogan "The Blue Cooler Pack - just add ice and go". The campaign was created by Ammirati and Puris/Lintas of Toronto, while the point of sale concepts were handled by the Marketing & Promotion Group, also of Toronto.