Agency: poxy Communications

Boomerang VodKice

Advertiser: Labatt Brewery
Awards: Best Launch - Certificate of Excellence

EXECUTIVE SUMMARY

Results Period for the Case: May 2002 April 2003.

Base Period Used for Comparison: Year-ago, and historical trends where appropriate.

Boomerang VodKice, a 180-degree advertising turnaround.

Labatt's 1998 launch of Boomerang created a new segment in the alcoholic beverage industry. A year later, Molson jumped on the bandwagon with its Tornade brand, followed in succeeding years by players including Smirnoff, Bacardi and Mike's Hard Lemonade, all of which produced a whole new market dynamic.