This spring, Labatt will reprise its ‘Genuine CD’ promotion which offers cd singles in 24-bottle cases of Labatt Genuine Draft.

The promotion, which runs from early May through mid-June, offers cd singles from Heart, the recently disbanded Cult, George Thorogood and Green Jelly packaged inside specially designed cases, with a one-in-140 chance of winning a full-length disk.

According to Paul Smith, director of public relations at Labatt, the success of 1994’s cd promotion inspired a larger scale version this year.

‘We saw a significant increase in Genuine Draft volume during last year’s promotion,’ Smith says.

‘This year, we have substantially increased the number of cds going out in cases to 700,000 from 500,000 last year,’ he says.

Mike Rapino, marketing manager for Genuine Draft, says bands were selected for their appeal to the adults 19-30 target group, and that they reflect an increased relevance and caliber from bands featured in last year’s cd giveaway.

The promotion will be supported by a radio and tv campaign beginning May 8, created by Ammirati & Puris.

The 30-second tv spot features ‘Joel,’ the star of a television brand spot for Genuine Draft, which is the leader in the packaged draft beer category. TI