New Alexander Keith's campaign to break during Super Bowl
Labatt Breweries of Canada will break a new television campaign for Alexander Keith's India Pale Ale during the Canadian broadcast of the Super Bowl on Feb. 5. The 30-second commercial, called "Chalet," is the first in a series of new ads that will run through the year. The ad shows the brand's spokescharacter attempting to "revive" bottles of the beer which he has found in the snow outside a chalet. The ad ends with the tagline, "Those who like it, like it a lot." The campaign was developed by Downtown Partners. "The character brings to life the fierce pride and ongoing loyalty that beer lovers have for Keith's India Pale Ale," said Dan Pawych, creative director at the agency. "This dynamic character has proven to be effective messenger for the brand who consistently reinforces Keith's quality and brewing credentials in a humorous and entertaining way."