Labatt Breweries of Canada

Anomaly *Lead Agency

Paul Lipson, Director of Strategy
Allison Cornford, Account Supervisor
Leanne McLellan, Director of Production
Craig McIntosh, Associate Creative Director/Copy Writer
Jaimes Zentil, Associate Creative Director/Art Director
Dave Douglass, Executive Creative Director
Pete Breton, Executive Creative Director
Martin Montana, Copy Writer/Talent

Rooster Post

Joey Whitelaw, Editor

Gaslight Studio Inc.

Chris Bridges, Owner, Gaslight Studio Inc.

Shock Top had very little support in Canada. Meanwhile, the domestic specialty segment continued to be the fastest growing part of the beer category in Canada. This segment had a wide spectrum of brands from big brands like Rickards, to local craft brands like Creemore and Blanche de Chambly, to small brands with unique names like Flying Monkeys and Sawdust City. Given the clutter of the domestic specialty segment, if Shock Top was going to be considered, it was going to take something unique. So we developed a campaign where the beer spoke for itself, literally. Results: Share grew 340% and awareness grew 324%