Labatt Bleue – The Chalet Bleue
Astral Mix was asked by Labatt Bleue to create a launch campaign supporting the summer promotion featured on the beer cases and promotional material in stores and in bars.
Using a synergistic mix of television, radio, Internet, sponsorship and autopromotion, Astral Mix developed an integrated campaign that had everyone talking about the Chalet Bleue. By joining two media (Musique Plus and Énergie) in the same contest, carrying a unified message, and by planning the first joint event for Saint-Jean-Baptiste Day, the campaign was an unprecedented success, establishing the Chalet Bleue as a symbol of endless fun and partying.