An Undomesticated Campaign Leads to Wild Growth

Being “the No. 1 Canadian import in the US” (Nielsen 52 WE 9/27/14) has an upside and a downside for Labatt Blue. On the one hand, it has enjoyed a strong position in the hearts and minds of Americans living in the Great Lakes region. On the other, it directly competes with domestic beers in many US markets—a declining category overall.

Resource/Ammirati recognized that distinguishing Labatt Blue from domestics and attracting new fans (a.k.a. millennials) would drive growth. The “Get Undomesticated” campaign does both. We turned one of the brand’s most valued assets, The Bear, into the ultimate expression of the inner wildness within all of us. From the high mountain ski slopes to hockey’s origin on frozen ponds, the Labatt Bear inspires beer drinkers to get up, get out, and most of all, Get Undomesticated in a true 360-degree campaign that spans TV, radio, OOH, print, digital, social, sponsorships and POS.

The campaign consistently outperforms industry standards across multiple brand health measures. But more important, the brand is growing in a declining category.