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Volume 24 No. 114
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Budweiser Rolling Out Olympic-Themed Campaign In Canada

Labatt and Budweiser during Super Bowl LII will debut a "new advertising campaign in Canada" that puts an Olmypic spin on its popular Bud-branded hockey-goal lights, according to Susan Robertson of the GLOBE & MAIL. Wayne Gretzky is working with the brewer on the new "gold-plated lights," which retail at C$400 and include Gretzky's replica signature and No. 99. The company also is "selling glasses with a gold light in the base instead of a red one." While rival Molson Coors is the official beer sponsor of the Canadian Olympic Committee, Labatt says that its gold-themed campaign, called "Bring It Home," is "intended to celebrate Canada's 'biggest goals.'" Gretzky "stars in the online version alongside former hockey Olympians Tessa Bonhomme and Geraldine Heaney and former NHLers Dale Hawerchuck and Paul Henderson." A-B InBev is also "mulling a Super Bowl promotion" in the U.S., although the company "would not provide details" (GLOBE & MAIL, 1/19).