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Labatt Blue And Metro Say "Cheers to Canada" With Augmented Reality

As Canada gets ready to celebrate its 145th anniversary, Labatt Blue and Metro have teamed up for the “Cheers to Canada” campaign.  New Labatt Blue cans have been introduced to the market and feature four iconic Canadian landscapes, including the Rockies, the Prairies, Niagara Falls and Peggy’s Cove.

To dial up engagement and relevancy for the campaign and the brand, Labatt’s advertising agency, Publicis, worked with the marketing team at Labatt to come up with a unique advertising execution featuring Augmented Reality (AR).  The AR experience brings the four destinations featured on the cans to life, complete with Canada Day fireworks:  An immersive experience of the Rocky Mountains, the flowing waters of Niagara Falls, a fully functioning lighthouse at Peggy’s Cove and a picturesque visit to the Prairies. The AR execution is being rolled out in-store on beer cans as well as in newspaper ads in Metro.

“Labatt Blue has the credibility to salute this great country because of the longstanding heritage of the brand,” said Amy Rawlinson, Marketing Manager, Labatt Blue. “The Cheers to Canada campaign pays tribute to the Canadian landscape from coast-to-coast. And, with the introduction of augmented reality, we’re able to make the beautiful cans fun and interactive for Blue fans.”

The newspaper creative is regional and depicts Canadian scenes from the different regions across Canada.  The ads will run exclusively in Metro on June 27 and June 28 in Ottawa, Toronto, London, Winnipeg, Edmonton, Calgary and Vancouver.

The ads direct readers to download MIRA, an AR app. Once the app is installed, Metro readers can interact with a 3D Labatt Blue can or enter for a chance to win a Classic Canadian Summer Vacation at


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