Labatt begins authenticity campaign for Blue
Toronto-based Labatt Breweries of Canada broke a new national campaign on Jan. 21 for its Blue brand. According to the company, the campaign focuses on the beer's quality and authenticity. The first 30-second television commercial in the campaign, called "Journey," concentrates on company founder John Labatt, depicting him as "the hard working honest man behind the beer." Two more commercials will be released later in the year. The campaign was created by Grip of Toronto. The media buy will encompass a number of stations in Ontario, Manitoba and Atlantic Canada, including CTV, Global, CityTV, TSN, Sportsnet and the Comedy Channel. "We realize that we've not done enough to focus on Labatt Blue's Canadian heritage and express what this means to beer lovers today," said Harvey Carroll, vice-president of marketing at Labatt. "This new campaign brings to life all the reasons why Canadians are proud to drink Labatt Blue, a beer brewed with uncompromising quality and steeped in tradition."