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Labatt begins responsible use campaign

Toronto-based Labatt Breweries of Canada has begun a new responsible drinking campaign aimed primarily at young adults. The online initiative encourages consumers to share their experiences of responsible alcohol consumption through social media websites Facebook and YouTube. The campaign will also include seasonal contests. "We know that young adults in English- and French-speaking Canada rely on Facebook and YouTube to connect with one another and share their experiences," said Catherine Pringle, manager of corporate affairs at Labatt. "To get young adults thinking and talking about responsible drinking, Labatt is asking them to share specific, relevant experiences, which will allow them to enter the four seasonal contests for a chance to win some incredible prizes." Contests will take place in July, September, October and December. In each, consumers will be asked to contribute personal anecdotes fitting seasonal situations. The four winners will be selected a random. The campaign also includes a series of online videos featuring a group of characters based on dashboard-mounted bobblehead figures. The campaign was developed by Agency59 of Toronto.

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