Canada: New Labatt Blue advertising campaign pays homage to the man behind the beer

Labatt Breweries of Canada announced on January 20 that Labatt Blue is revisiting it roots with the launch of a new advertising campaign that focuses on the brew's quality and authenticity. The campaign kicks offs with a TV spot called "Journey", which pays homage to John Labatt, the hard working honest man behind the beer, and focuses on the brew's uncompromised Canadian heritage.

Debuting nationally during Hockey Night in Canada on Saturday, January 21, the 30-second spot was developed by Grip Limited. The spot is a tribute to John Labatt and his flagship beer that features a vibrant history. From brewery fires and prohibition to a unique relationship with a storied national football team and its fans and becoming the best-selling Canadian beer in the world, Labatt Blue is saying "here's to real beer".

"There is a man behind Labatt Blue and his name is John Labatt," says Harvey Carroll, vice-president marketing, Labatt Breweries of Canada. "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. 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."

Two additional television ads focusing on different aspects of the brand's authenticity will air later in the year.

"There are so many pretenders out there right now that we wanted to remind people that at its very core, Labatt Blue is a genuine, authentic, real Canadian beer," says Bob Shanks, partner, Grip Limited. "The new creative direction reinforces that Labatt Blue is a Brewer's beer, it's John Labatt's beer and it's been enjoyed by honest, hard-working Canadians, who value substance over style, for generations. "

The television media buy will focus on select stations in Ontario, Manitoba and Atlantic Canada, including CTV, Global, CityTV, TSN, Sportsnet and the Comedy Channel.

Labatt Blue is the best-selling Canadian beer in the world. Introduced in 1951 as Labatt Pilsener, it was named for the colour of its label by fans of the Winnipeg Blue Bombers football team. Blue was the first brand in Canada with a twist-off cap and won the gold medal in The Monde Selection, Brussels in 2003. Labatt Blue is a well-balanced, fully matured, full flavoured beer with a fruity character and a slightly sweet after taste. Labatt Blue uses specially selected Hallertau aromatic hops and has no preservatives.

Founded in London, Ontario in 1847 and the proud brewer of more than 60 quality beer brands, Labatt, Canada's leading brewer, is part of InBev, the leading global brewer by volume.

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