FIFCO, headquartered in Rochester, NY is among the top 10 breweries in the US. They own exclusive rights to import and market the Labatt family of brands. Labatt imports the world’s best-selling Canadian Beer, Labatt Blue, and Labatt Blue Light among others, including its newest innovation, the Labatt Blue Light Hard Seltzers line. FIFCO, the parent brand of Labatt approached us with a specific budget to help create a launch impact within a segmented audience of their primary market for their newest Blue Light Hard Seltzer flavors: Blood Orange Blackberry.
Brandmint proposed to FIFCO that the focus should be on hockey players ages 23-35. Playing off of our Northern roots, we set up shop where people love Canada just as much as they love alcohol; a hockey tournament. Through research, we found that local hockey arena, Lakeshore Arena, has the largest mens league tournaments in New York.
We installed a selfie-ready pop-up complete with two large step-and-repeats, a net full of oranges, wayfinding signage, and posters, renaming both East and West rinks specific to our campaign, “Good At,” free Blue Light swag, and a chance to win a can-shaped cooler.
With 60k impressions and nearly 300 submissions, The "Good At Activation" pop up went off without a hitch.
