Thanks in part to Facebook fans, Labatt Breweries of Canada is launching its Bud Light Lime label, with a twist.
First launched in the U.S. last April, the new lime label, which south of the border is produced by Anheuser-Busch Inc., exceeded all of the brewer’s expectations, said Richard Musson, vice-president, marketing, Labatt Breweries of Canada. According to the company, sales in the U.S. doubled the projected forecast in the first year.
The premium light beer contains a splash of natural lime flavour, and according to consumer research, has attracted female drinkers that previously opted for white wine, said Musson.
The lime label has now squeezed itself up north, thanks to Facebook fans that petitioned for a Canadian launch—the beer spawned no less than five “bring it to Canada” Facebook pages.
Labatt normally only introduces one new “innovation” every summer, and had already planned the launch for Alexander Keith’s Premium White. But the brewer decided to break it’s own rule, launching both beers this summer season.
“We wouldn’t have done it this year if it hadn’t have been for the enormous demand from the consumers,” said Musson. “By about February, March there was a such a strong demand we realized we couldn’t wait.”
Labatt has embarked on PR and marketing blitz to promote the new label, with the help of Mosaic Experiential Marketing and Edelman.
Earlier this week, Bud Light Lime team members handed out the green fruit and stickers to passersby in Toronto, Montreal, Vancouver, Calgary and Halifax for the Lime Invasion.
Each sticker said: “You asked for it Canada, now it’s here,” and directed consumers to YouTube.com/LimeInvasion, and an ad that introduced Limey, a character that is half lime half human. The spot was created by DDB Chicago and adapted for Canadian audiences by Montreal agency Brad.
Labatt also hosted two “flash mob” events in downtown Toronto and Montreal yesterday. Bud Light Lime members started performing a modern take on the twist, encouraging the crowd to join in.
“The thing about Bud Light Lime is that it has 100% pure lime flavour in it, so you don’t need to bother with lime like the other brands,” said Musson. “You don’t need to twist anymore, because the lime flavour is in there.”
As a thank you to the brand’s loyal Facebook fans, Labatt is running the “Bud Light Lime Launch Party” contest. To enter, fans must set up a party group on the Bud Light Lime Facebook page and recruit at least 300 guests. Each fan that reaches this goal will be entered into a draw, and randomly selected to host the party. The contest closes June 12.
Labatt will promote the new beer with a more traditional campaign including cinema spots and posters this June, said Musson.
The beverage is now available in certain Canadian cities, with wide release scheduled for June 8.
