Labatt Blue Citra's Campaign Shows 'Feral Millennials' Exploring Nature

 - Feb 18, 2019
References: labattusa &
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."