Labatt Blue Citra was created to deliver the look and feel of an IPA with the easy drinking experience of a lager and to promote this new product, a Millennial-targeted campaign is being shared that shows 'Feral Millennials' escaping the confines of the modern office and immersing themselves in nature.
With this cinematic campaign that presents an opportunity for Millennials to awaken their senses with the hoppy session lager, the beer brand conveys that this new beer offers a different kind of taste and aroma than it has ever created before.
According to Jaime Polisoto, a Labatt Blue brand manager, "We wanted this ad to communicate directly to the Millennial consumer. It’s about inspiring our consumers to break out of their tedious, day-to-day routines and get them out to enjoy the freedom of the outdoors."
Getaway Beer Campaigns
Labatt Blue Citra's Campaign Shows 'Feral Millennials' Exploring Nature
Trend Themes
1. Millennial-targeted Campaigns - There is a disruption opportunity for creating more experiential campaigns that target the younger generation and utilize cinematic visuals.
2. Hoppy Session Beers - As more people seek out craft beer options, there is an opportunity for breweries to create unique beer blends that offer a hoppy taste with approachable drinking experience.
3. Nature-centric Branding - As the awareness of climate change and the importance of nature rises, there is a disruption opportunity for brands to incorporate eco-friendly and nature-centric imagery into their branding.
Industry Implications
1. Brewery - Breweries can create unique craft beer blends that appeal to younger generations who seek out more experiential, hoppy beer options.
2. Marketing and Advertising - Marketing agencies can help brands create cinematic campaigns that target specific generations and immerse them in unique experiences.
3. Outdoor Apparel - Outdoor apparel companies can align their branding with eco-friendly messaging and imagery as more consumers prioritize nature and sustainability.