Labatt Blue Light Seltzer

Executive Summary: Labatt Blue has a long standing history in the beer game. Now, they’re ready to expand into the hard seltzer category. We understand it’s a saturated market, so in order for folks to pick them over the rest, we wanted to show how Labatt Blue Light Seltzer helps you find agency in the present.

Role
Strategist

Category
Seltzer

Task: The objective is to launch Labatt Blue Light Seltzer in key urban markets—New York City, Chicago, Miami, Los Angeles, and Austin—by increasing brand awareness and creating buzz.

Challenge: The primary challenge is breaking through the saturated hard seltzer market, where established brands already dominate consumer preference and shelf space. Capturing the attention of urban audiences—who are bombarded with choices and marketing noise—requires differentiating Labatt Blue Light Seltzer with a unique and compelling value proposition.

Opportunity: Labatt Blue has a deep-rooted connection to football, built on a legacy of shared experiences. Leveraging its cultural significance offers a unique opportunity to expand into the fast growing light seltzer market and find new ways for people to connect.

Audience: Gen Z (+Cuspers). Hard seltzer consumption is highest among younger adults, with people under 44 (68% of drinkers) being over twice as likely to consume it compared to older age groups (Harris Poll 2021).

So who are they? This group of individuals are in very transformative parts of their life figuring out their passions, navigating their careers, and figuring out life. They are also sober curios individuals who take breaks from alcool and consumer less in oder to live a balanced lifestyle and prioritizie valued experiences over material possesions.

Problem: They're very focused with the finish line, convinced they need all the answers right now.

Insight: Most of our thoughts are distrotions, and those distoritions pull us out of the here and now, and into time machines. It’s more about focusing on the process, than the end result.

Reason to Believe: Like our target audience, Labatt is stepping into a new world, figuring it out as they go.

Strategic Approach: Labatt Blue Light Seltzer offers a way to remain in the present, sipping into the moment one *clink* at a time.

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