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Big
Rock Breweries has never advertised on television…If
they begin advertising on television soon, they’ll have
to compete with Labatt’s, which has become the clear
leader in innovative Canadian beer ads in the past couple
of years.
Labatt’s spokesperson Bob Stellick confirmed in an interview
from Toronto that the mega-brewer’s "Out of the
Blue" series of advertisements, launched in conjunction
with the company’s recent take-over of sponsorship of
CBC-TV’s National Hockey League broadcasting, has been
a success.
"The whole philosophy of the series . . . was to have
people associating Labatt’s Blue with spontaneous fun,"
Stellick said. He added the series was devised mainly by two
employees of Toronto-based advertising agency Ammarati Puris
Lintas – Doug Robinson and Bill Durnam, who just happens
to be the son of a former championship Montreal Canadiens’
goaltender.
…Stellick suggests Labatt’s commercials are aimed
strictly at adult viewers. And he says Canadians of all ages
are capable of recognizing the place of beer in society. "Society
in general believes that beer can be a part of responsible
everyday living," he said. |
