Labatt Project Blueprint Contest

Brand: Labatt BlueCompany: Labatt USAAgency: DVC WorldwideCampaign Title: "Project Blueprint" ContestProduct Category: BeerTime Frame: Spring 2004 Award Category: Local, Regional or Target Market Promotion with a Budget Less Than $1 MillionMarketing Overview Labatt Blue is the No. 1 imported beer from Canada and the No. 3 imported beer overall in the U.S. The brand enjoys great penetration and share in its core U.S. markets and can generate large case displays (of 100 or more) at its larger accounts. The challenge was to find a way to stay ahead of larger competitors (such as Bud and Coors) and maintain a strong position in the brand's core regions. Labatt needed a program that was entirely unique and ownable, would generate substantial buzz among on-premise (bars and clubs) and off-premise (retail) accounts and consumers, and would position the brand as making the at-home drinking experience more fun.Promotion ObjectivesIncrease consumer involvement with the brandIncrease display activity and feature adsPromote Labatt's positioning as the leader in innovationStrategy & Tactics StrategiesDrive merchandising and display by providing the sales force, wholesalers and accounts with tools that showcase Labatt's "gadgets for beer drinkers."Bring the brand's positioning to life by involving consumers in the innovation process. TacticsThe Labatt Blue "Project Blueprint Contest" was based on the premise that, since guys like beer and gadgets -- they must love beer gadgets. Leveraging this consumer "insight," the promotion positioned itself as "the intersection of art, science and Labatt Blue."Online Consumer ContestConsumers visited labattblue.com to enter the contest" by submitting their ideas for "must have" beer cooling-and-dispensing-gadgets that would enhance the drinking experience.The grand-prize winner earned $10,000 and had his idea developed into a prototype by Labatt.Five first-prize winners received existing Labatt Blue-branded "Project Blueprint" P-O-P items.Point of SaleIn addition to traditional temporary items such as case cards and table tents, "Project Blueprint" offered retailers unique items to be used as display anchors and on-premise "props" that would engage consumers and encourage participation. Some examples:The Beer Dispensing Cooler was self-standing cooler nestled behind a Muskoka chair that held a 12-pack. The seated person pulled a lever to release a Labatt that rolled down the chute straight into his hand.The Hat Trick hockey goalie mask dispenser held a six-pack. Simply lifting the mask revealed the next can. The item was featured in TV spots and generated tremendous excitement and industry buzz.An All Terrain Cooler was a remote controlled 6-pack cooler shaped like an all-terrain vehicle. It was equipped with two different frequencies and allowed friends to race against each other (which was great for on-premise activities).Beer-ometers were self-adhesive temperature strips that could be placed on cans or bottles to indicate the perfect serving temperature.Sales Force/Wholesaler ActivitySales force and wholesalers were able to view and test all of the "Project Blueprint" items at the National Sales Meeting. They were instantly sold on the concept, and proved it by ordering substantial quantities for field distribution.Results Consumer Involvement: About 1,200 consumers entered the online contest, the most successful program for Labatt Blue to date. That gave Labatt Blue the rights to many beer gadget ideas for future use.Display Activity: The program generated substantial incremental display activity compared with the previous non-promotion period.It generated strong P.R. opportunities, with features or mentions in Maxim, Good Morning America, and The Best Damn Sports Show Period.Because of the buzz generated by the program, $250,000 in items were sold through labattblue.com, giving the brand incremental revenue.Summary Originality: Labatt used its reputation for beer gadgetry as the core element of the promotion, involving consumers in the brand and the creative process in a way that competitors could not emulate.Execution: The promotion brought the brand's heritage of creativity and fun to life, exciting the sales force, wholesalers, and the trade and driving display activity. The unique, cutting-edge display anchors and on-premise "props" engaged consumers and encouraged participation with the brand.