Laker Beer: Buck-a-Beer Back Talk
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When Laker’s biggest competitor Lakeport was swallowed whole by Labatt, we decided to let buck-a-beer drinkers everywhere vent. For Laker, we created a tell-it-like-it-is series of channels that allowed buck-a-beer drinkers to swear, grumble and groan into their lager and generally, stick it to The Man. We created a full online community for Laker Beer, which included a web site and an online forum in concert with print and radio advertising. Our radio ads resembled a phone-in talk show. We chased the entire shebang with a couple of radio spots unabashedly celebrated the one remaining true Canadian buck-a-beer experience.