Blue Star

1990-95 advertising for Labatt's Blue Star lager, brewed in Newfoundland. It had been declining in share and had received little or no advertising for several years.
Agency: Vaughn Whelan & Partners Advertising IncAuthors: G Gross, D Kincaid, B Semkuley, B Moakler and V Whelan

Blue Star Gold

EXECUTIVE SUMMARY

Blue Star is a brand of Bavarian-style lager beer, marketed in Newfoundland by Labatt Breweries of Canada. Prior to its purchase by Labatt several decades ago, it was a very successful, independent Newfoundland brewery. Throughout the '70s and '80s, its fortunes sagged, as consumers gravitated to the more mainstream brands, such as Labatt Blue, Labatt Lite, Molson Canadian, and a competing local brand, Black Horse. This case concerns itself with the role of advertising...

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