Labatt is an international brewer with over 60 beers marketed in Canada. The key summer selling season is traditionally the biggest for beer. Labatt wanted to support its three biggest brands – Kokanee, Budweiser, and Labatt Blue – with one summer retail promotion. It needed to provide consumers with the best value through a 24-can suitcase pack, and give retailers increased sales and profits.
Summer is time for backyard BBQs, weekend beach parties and long lazy weekends! To alert customers to this special 24-pack, NextPhase created point-of-sale material and an in-store draw to help drive consumer sales. Each store received a ‘Keep It Cool" kit that included a LGD 40 Can Cooler, a Kokanee Patio Umbrella, Kokanee Beer Coolies and a Budweiser Beach Towel. Stores also received promotion kits consisting of a 5.5’ floor stand display, danglers, fridge clings, ballot box with in-store draw header card, entry forms and a ‘Keep it Cool Kit’ prize package.
The promotion was a hit with retailers. Said Tanya Oliva of Labatt “We had a record number of retailers put up our promotion because it was fun. We achieved 122% of our target sales – which was great.”