Get Extracurricular

Labatt wanted to target a growing, valuable market: drinking-aged college students. With the college crowd undeniably cash-strapped, and the brand’s competition stiff with popular, more affordable beers (talking about you, Shmatty Shmight), Labatt needed to be interesting, relevant and as audacious as the college group it would be talking to.

We recommended that Labatt modify its tagline, “Get up. Get out.,” to something more suggestive and suited to the undergrad crew.

Campaign social content would feature and promote a mix of things students could get through in-package prizes or giveaways.

For when things get a little too extracurricular, undergrads can turn to Labatt’s Instagram-cleansing service, Labatt Now Safe for Work. With a little Photoshop magic, Labatt would help followers transform their questionable story photos into job-hunt-ready, feed-appropriate posts.

To soften the blow of going back to school for the fifth year of undergrad, Labatt would make a deal with one very lucky victory lapper.

CW: Michael Deegan

AD: Courtney Polidoro

CD: Keith Seaman & Bill Starkey