Burns Group Unveils New ‘Seize the Lake’ Campaign for Labatt

This summer, Labatt sought to establish its relevance among its core demographics, particularly within the Great Lakes market. Given the region’s prominent “lake culture,” Labatt wanted to show how the brand deeply understands (and endorses) this summer time phenomenon.

Labatt tapped Burns Group to create a campaign that was built on the idea that our always on, Twitter-feeding reality keeps us from letting go, relaxing and tapping into our fun sides.

The campaign, “Seize the Lake,” sought to convey that Labatt drinkers in the Great Lakes market have a “real self” but also have a “lake self.” The “real self” depicts a functional, and responsible, working, bill-payer. On the other hand, the “lake self” drinks Labatt, feels pants are absolutely optional and showers when it’s Monday again.

Burns Group worked with Droptree to produce a full 360-degree summer campaign that includes six digital films and a library of still and motion assets for social and digital.

Labatt also challenged Burns Group to create a mini campaign pre-Memorial Day to help increase ROS during key shopper periods in the summer. Burns Group developed “You Blue It,” which embraces “fails” and celebrates them.

The campaign consists of paid, social, and digital, along with a social sponsorship with Barstool sports. Burns Group conducted extensive research on Twitter to become more involved in ongoing, “fails”-related conversations.

Over Memorial Day weekend, “You Blue It” garnered 14,175 clicks. On search, “You Blue It” specific text ads and keywords garnered a 5.52% CTR, 191% higher than the industry average. The campaign will run through the remainder of the summer.

Nicole Lucey, Executive Creative Director at Burns Group, said: “This campaign juxtaposes your meh self vs your lake self. Your lake self is wild, free, hasn’t showered in days and is proud of it. Your meh self has overdosed in fluorescent light. The executional device, which was inspired by those double exposure 80’s portraits, is a simple yet absurd way to tease the meh and create extreme lake fomo.”

Sarah Ratinetz, Associate Creative Director at Burns Group, added: “With fails becoming America’s favorite online pastime, we’re tapping into the universal human experience of blowing it. Instead of piling on we’re celebrating the mess ups with a Labatt.”

“The ‘Seize the Lake’ campaign resonates with the millennial consumer, especially throughout the Great Lakes region where summers are short but savored,” said Jaime Polisoto, a Labatt Blue brand manager. “It taps into the daydreaming aspect of young adults who are working their 9-5, while encouraging them to embrace their ‘lake self’ and enjoy the outdoors during this season.”

“As a brand, we wanted to do something lighthearted and a bit different with ‘You Blue It,’” added Rob Hertenstein, a Labatt Blue brand manager. “Everyone has at least a few epic fails. We’re encouraging everyone to own their embarrassing moments, laugh at themselves and toast a Labatt to having a little fun.”