Labatt makes it official with Publicis

The agency's Montreal office has been named official communications partner for the Bud Light brand in Quebec.

Publicis Montreal has just been announced as Labatt Breweries’ new communications partner for Bud Light in Quebec, adding to a roster that already included Labatt Bleu, Igloo and Keith’s.
The official announcement of this partnership follows a March OOH campaign produced by Publicis Montreal promoting the launch of Bud Light’s new aluminum bottles in Quebec.

Publicis will now develop and produce all Bud Light creative communications, promotions and POS material for la belle province. National promotions and English Canada brand communications remain with Grip, while media planning and buying in Quebec stay with Marketel.

“We’ve been working with Labatt for a while and I think we’re helping them solve a challenge in Quebec,” Gino Cantalini, VP brand director, Publicis, tells strategy. “Bud Light has got so much opportunity in Quebec. They’ve been doing some terrific work but they haven’t had equity on air for a while. It’s been mostly promotional messaging.”

Before Bud Light signed on with Publicis Montreal, Montreal-based Brad had been responsible for working on local campaigns and translating English-Canadiaan creative from Toronto-based AOR Grip.