The Challenge
When Labatt’s approached us with their new “Cheers to Friends” brand positioning, spinning blue lights went off in our heads. The challenge facing us, however, was significant: How do we best reach the energetic 19-25 consumer market, cut through the marketing clutter and leave a lasting impression? We decided it was time for a road trip.

The Solution
Beginning with a retrofit of the Labatt trailer, complete with snazzy new branding (and a few surprises), we hit the road for a 30-event summer tour. Onboard the Blue Cube was a crew featuring two talented field reps, an in-field coordinator and one veteran driver. Our route took us to markets inside the Greater Toronto Area and across Ontario. Once at a location, we kicked the party off by unveiling the 500 sq ft. “glowing” platform, bar and BBQ areas, 400 sq. ft. rooftop patio, 1000-watt stereo system, plasma screens, 6ft video wall and various other interactive tools. Consumers were able to participate in games, win prizes and sample Labatt products.

The Results
Without a doubt, the Blue Cube was a unique brand experience for nearly 70,000 consumers and a successful promotion for Labatt. Over 3000 patrons participated in the staged activities, with our Blue Cube crew interacting directly with over 20,000 consumers. In return, we were able to drive sales and market share for Labatt through incremental trial and awareness. Plus, it was a heck of a lot of fun!