Our Work
60K Impressions & 300 Fan Interactions with Blue Light’s “Good At” Activation.
Services Provided.
Strategy
Graphic Design
Photography
Experiential Marketing
The Challenge.
FIFCO, one of the top 10 breweries in the U.S. and the exclusive importer of Labatt Blue and Labatt Blue Light, needed to create meaningful launch impact for its newest Blue Light Hard Seltzer flavors: Blood Orange and Blackberry. With a specific budget and a highly segmented primary audience, the challenge was developing a strategic campaign that would generate awareness, excitement, and trial within a competitive beverage landscape.
The Solution.
Brandmint designed a hockey-centered brand activation that tapped into Labatt’s Northern roots and deep connection to hockey culture. By engaging hockey players ages 23–35, a core segment of FIFCO’s audience, we brought the hard seltzer launch directly to a place where passion, community, and brand affinity naturally existed: Lakeshore Arena, home to New York’s largest men’s league hockey tournaments. Our approach expanded the national “Good at Beer” campaign into “Good At” activation, reassuring attendees that they didn’t need to be good at hockey or guessing the number of oranges to enjoy their selzter’s.
Immersive On-Site Activation.
We transformed the arena with a creative, selfie-ready pop-up installation that featured:
- Two large step-and-repeat photo backdrops
- A net full of oranges highlighting the new flavors
- Wayfinding signage and branded posters
- Rink renaming of both East and West rinks to align with the “Good At” campaign
- Free Blue Light swag distribution
- An interactive guess-the-oranges contest for a chance to win a Blue Light can-shaped cooler
This setup delivered an engaging brand experience that thousands of hockey fans interacted with throughout the tournament.
Audience.
Research identified Lakeshore Arena as a high-impact location, drawing approximately 4,500 attendees throughout its nine-week summer tournament, one of the largest men’s league hockey gatherings in New York. This audience represented a perfect overlap with Blue Light Hard Seltzer’s target demographic: adults who are deeply engaged in hockey culture, socially active, and love Blue Light. We reached a captive, relevant, and highly engaged group of players and fans who already had strong affinity for Labatt’s brand personality. This ensured the product launch felt authentic and organically integrated into the lifestyle of the consumers most likely to adopt it.
Impact.
- Created a high-impact product launch activation that brought Blue Light Hard Seltzer directly to a highly targeted, culturally aligned audience
- Reached 60,000 impressions through an immersive, hockey-centered experiential campaign
- Generated 300 consumer submissions, demonstrating strong engagement and interest
- Connected the brand authentically with the hockey community, reinforcing Blue Light’s Northern roots and “Good At” campaign messaging
- Helped position Blue Light as an early market entrant, with Brandmint and Lakeshore Arena among the first to launch the product locally
- Contributed to on-premise momentum, supporting early adoption by bars and restaurants across Monroe County
- Extended a national campaign into a localized, experiential execution, increasing relevance and memorability within the target market
