In the 1990's I was lucky enough to be part of a great creative team at Scali, McCabe, Sloves in Toronto. I was an account guy on Labatt's Blue (it was Labatt's back then) and we were facing a surging Molson Canadian brand in most provinces in Canada. Molson had smashed the ad world with their "What beer's all about." campaign, and classic rock music was integral to their success. However, we believed that Blue could find an opening in Molson Canadian's music flank because they never tapped into the Canadian music scene, which was shocking given their name was "Canadian". So we developed a series of radio spots based great Canadian music that won a pile of national and international awards.
Now beer advertising and rock have had a great relationship for years but in Canada, the late 1980's and early 1990's were the heyday of this relationship in Canada.
Click on the link for a sample of Labatt's Blue award winning radio in 1990.
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