Labatt begins Budweiser Red Lights campaign
By Adnews Staff
Labatt Breweries broke a new campaign yesterday during the broadcast of the Super Bowl to promote the launch of Budweiser Red Lights. The product is designed to resemble a hockey goal light that will sound an alert whenever a selected team scores a goal. The light is intended to be placed next to a home entertainment centre and is configured using a smartphone application. The 60-second television commercial features a spokescharacter named Ron Kovacs as the inventor of the light. He will install lights in the homes, offices and garages of hockey fans through the season. The initiative also includes a social media element. "Budweiser is all about celebration and great times," said Kyle Norrington, brand director for Budweiser at Labatt. "As a brand that loves hockey, we wanted to elevate those key moments during the game when celebration is at its peak, the moment a goal is scored. While fans are at home enjoying the game with a cold Budweiser, we want to offer them a piece of the action and amp up goal celebrations. Budweiser developed the red lights specifically for Canadians to make hockey more fun and exciting for fans at home."