Project background

While studying at Syracuse University, our team was tasked with reimagining the image and brand voice of Labatt USA. As a storied beer brand, we were challenged to change the voice from fun and comical to celebrated and renowned, appealing to a new generation of beer drinkers that identify with high-quality and robust flavor.

Creative process

In moving through the creative formula, a few ideas were important to keep in mind.

1. In a lot of beer advertising, Millenials are portrayed as being frozen in time within their 20s, looking for fun with beer as their aid. Now, though, many Millenials are in their 30s and have transitioned their focus from fun and cheap to tasteful and high-quality when buying beer and other alcoholic beverages.

2. Labatt has been recognized for their more robust beer flavor, yet much of their current advertising has not reflected this.

3. Moving forward, the advertising should tap into the rich flavor and authentic nature of Labatt, providing an alternative for drinkers who are seeking a fuller-bodied beverage but do not envy some of the arrogance associated with the craft beer scene.

Final results

Tried. True. Blue.

An integrated campaign designed to reach the target demo across social media, print, TV, and more.