For the Record: Labatt Ice targets gays

February 5, 1996 by Strategy Staff

Labatt Ice has developed a print campaign for Toronto’s gay community. The print campaign, by Toronto-based Lowe SMS, features an ad showing party scenes as well as a corner street sign at Church and Wellesley, considered the geographic heart of one of the city’s gay communities. The tagline: ‘Just a few more Toronto nightspots you can enjoy a smooth Labatt Ice.’