STRATEGIC helped make Labatt Blue the Official Beer of local NHL teams. But we went beyond signage and developed a 360° marketing plan that immersed hockey fans in a true Labatt Blue experience. In the “Blue Zone”, lucky fans sit between the blue lines in premier seats. The section was branded with Labatt Blue imagery, putting fans in the action on and off the ice.
Understanding that the hockey landscape extends beyond the professional game, STRATEGIC sought out a vital core community that would truly appreciate a beer brand that embraces its Canadian heritage and hockey.
The perfect partner to deliver those enthusiasts was the governing body of hockey in the United States, USA Hockey.
Getting Labatt Blue into the hearts of fans meant being the title sponsor of the USA Adult Hockey League.
Labatt Blue sponsored 21 tournaments across the country, concluding with a championship and the opportunity to hoist the Labatt Blue Cup.
Off the ice, STRATEGIC made sure Labatt Blue was the choice of all participants through key account programs and hockey themed promotions.
Furthering this key hockey equity, the agency found an even deeper level purist that would appreciate Labatt Blue’s hockey heritage. It led us to create the first ever adult pond hockey tournament in Eagle River, Wisconsin where over 40 teams took to the ice.
Momentum built over the weekend from the Friday night Labatt Blue promotions at area bars, through the opening rounds and skills competitions, to the Saturday night appearances by hockey legends Rene Robert and 1984 USA Olympic team coach Lou Vairo.
On Sunday, winners took home the coveted Hat Trick trophy along with a significant amount of co-branded Labatt Blue /USA Hockey merchandise.
The tournament was an overwhelming success for the brand, a fantastic reward for loyal Labatt Blue consumers and an example of STRATEGIC taking brands places where they’ve never been.
