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Bud Light begins seltzer promotion

Beer brand Bud Light Canada has begun a promotion in Toronto as part of the launch campaign for a new product line called Bud Light Seltzer. The promotion features a spokescharacter called Seltzy, a human-sized can of Bud Light Black Cherry Seltzer, who, having arrived in Canada from the US, will spend 14 days in quarantine in a glass box on the roof of a Toronto LCBO store. The initiative also includes social media activities. The character will later appear in advertising for the product. Bud Light is distributed in Canada by Labatt Breweries of Canada.

“We’re incredibly excited about the arrival of Bud Light Seltzer in Canada, especially after receiving so much consumer interest,” said Mike D'Agostini, senior director of marketing for Bud Light. “In response, we created Seltzy as a really engaging way to introduce the newest hard seltzer to Canadian consumers. Having Seltzy quarantine and keep themselves entertained during that 14-day period felt like a really relatable way for Canadians to get to know the newest member of the Bud Light fam.”

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