LABATT AND THE NHL, OUT OF THE BLUE
By Adnews Staff
Toronto-based Labatt Breweries of Canada is going to the game as the sole sponsor of national television coverage for the 1999 Stanley Cup playoffs. As sole sponsor of the Playoffs, Labatt is introducing new advertising creative and a new in-case promotion. The sponsorship is the result of an agreement made last year between Labatt and the NHL National Hockey League. Included in the sponsorship package is Labatt's title for broadcast rights in Canada for the Playoffs. Labatt Blue will begin the playoffs with the launch of a series of new advertisements building on its current Stanley Cup creative entitled "Road Trip". The six ads will see the Stanley Cup appearing "Out of the Blue" at a series of Canadian locations, including Speakers Corner in Toronto. The spots continue the theme of the Odyssey in which three Canadian visitors to Detroit find the Stanley Cup in a taxicab and bring it home to Canada. Labatt's support of the Playoffs continues with a consumer in-case promotion, where consumers will find Stanley Cup "Minis" in specially marked cases of Labatt Blue 24 bottles. Each cup represents one NHL team. Labatt brews 60 beers and distributes in 40 countries. Advertising for Labatt is done by Ammirati & Puris/Lintas of Toronto.