Context
Though it has been historically beloved as one of the original quintessentially Canadian brands, Labatt Blue has been losing relevance and traction since 2012 in a sea of successful competitors and trending niche brands and microbreweries.
Objective
Carve out a unique ownable positioning, distinct in a cluttered category while infusing it with relevance and currency; make Blue cool again.
Idea
Reinvigorate the brand through a message based on its existing assets, Blue’s brand equity. Cold glass, cold beer (sensate equity); Canadian brand (performance equity); authenticity (intuitive equity) — connecting the coldness of Labatt Blue beer to the authentic Canadian experience.
Headline
Iconically frigid winters, surprisingly sweltering summers, and cracking open a Blue anytime in between? Only a Canadian can handle it.
Transit Poster
Paid Instagram Stories
These shots from the video capture the moment when a grasped Blue turns a summer scene winter cold (but it’s okay, you can handle it — you’re Canadian!)
Online Contest
If your spin lands on a bottle of Blue you get an eh plus for participation, but if you spin on a pair of swim trunks, you win one of 10 chilly destinations!
Win big, wear small.
If you spin a speedo, you win the grand prize!
