Labatt USA: Rolling Rock Ads campaign
Robert SchnakenbergOVERVIEW
NOTE: Also see essay for InBev USA.
In February 1998 Labatt USA, a division of Labatt, Inc., of Canada, increased its ad spending by 40 percent as part of a five-year plan to become the largest import/specialty beer marketer in the United States. A good portion of the increase was spent on an aggressive marketing push for Rolling Rock, a product of the Latrobe Brewing Company. Although Rolling Rock was the company's premier domestic brand, it was beset by stagnant sales. Labatt USA charged the New York-based ad agency Ammirati Puris...