LABATT LAUNCHES RESPONSIBLE USE CAMPAIGN
By Adnews Staff
Labatt Breweries of Canada launched a responsible use television campaign yesterday aimed at young adult beer drinkers. Consisting of two 30-second spots, the campaign supports Labatt's initiatives under the "Know When to Draw the Line" banner. The ads were produced by Axmith, McIntyre and Wicht of Toronto and will appear during hit shows such as Friends, Seinfeld, The X-Files and David Letterman. The commercials, which will run until December, portray "morning after" scenarios. In one, a young man wakes up, not remembering he had his body pierced and tattooed the night before. In the second ad a young woman awakes in a motel room having forgotten she was married the night before. Creative direction for the campaign was based on a survey that gathered information about the attitudes of over 2,000 19 to 25-year-old regular beer drinkers. The survey showed that 61% of the respondents feel they are being responsible as long as they don't drink and drive. The survey was done by the Angus Reid Group of Toronto. Labatt has used Angus Reid research in billboard, transit shelter, campus newspaper and radio ads promoting responsible use. This is the first TV campaign to use the research.