Labatt Blue Light Hard Seltzer.
Hard Seltzers Are Experiencing An Explosive Growth.
It saw 14.4 b in revenue just in 2024 within the US.
The category made an average $25.3 revenue per capita in 2024.
There’s an expected growth of roughly 15% from 2024-2030 statista.com
Reasons For The Category Growth.
Health- Conscious Consumers - Prioritizing health and wellness, hard seltzers appeal with their low-calorie, low-sugar, gluten-free options, and "better-for-you" positioning. Statista
Convenience - Lightweight and portable, they’re ideal for on-the-go lifestyles, providing convenience for casual gatherings and outdoor adventures. home.binwise.com
Flavor - With a wide range of flavors, from zesty lime to tropical mango, they cater to diverse tastes, making them a versatile option for any palate. beveragedaily.com
Labatt’s Harmony Of Legacy And Modernity.
It’s only fitting that Labatt, with its years of brewing expertise, rich heritage, and numerous accolades, would choose to venture into this category.
Uncovering Gaps And Unique Positioning Opportunities For Labatt.
The hard seltzer market is packed. There are over 100 brands in the U.S and the segment is crowded, loud and competitive.
Key Positioning Themes In The Category-
White Claw - “Made Pure”; "Grab life by the claw. They see themselves as social instigators.
Truly - Don’t worry, live truly” - Promotes a no-frills, carefree attitude. lighthearted and unspontaneous fun.
Bud Light Seltzer - "100% Hard Seltzer, 0% Beer” - Fun, inclusivity and refreshment.
Many brands in this category are refreshment-focused lacking clear positioning.
Our goal is to make Labatt stand out with a distinct, clear and relatable identity. As shown on the map, Labatt Hard Seltzer has a clear opportunity to fill the gap.
Our Task - Crafting a strategy that helps Labatt Hard Seltzer stand out in a crowded market.
Our TG - Gen Zs are the top consumers of hard seltzers. winebusiness.com
In 2023, Gen Z accounted for around 20.69 percent of the population. statista.com
What Does Our TG Look Like?
They’re at the cusp of adulthood, trying to figure it all out, and navigating their way forward.
For them, adulthood is no longer about meeting societal milestones but about individuals feeling confident in managing their own lives, emphasizing personal milestones over societal pressure. According to a Talker Research study, 72% of respondents agree that adulthood today looks very different, as younger generations reject the “one-size-fits-all” script of earlier decades. independent.co.uk
They are PathFinders, whether adjusting to new circumstances or challenges, learning from mistakes and experiences to move forward with confidence, or discovering what works for them, whether it’s in relationships, careers, or personal goals. These navigations are rewarding as they help people discover what they truly want, embrace change, evolve, and build a life that’s meaningful to them.
How does Labatt Hard Seltzer Fit Into Their Lifestyle?
Our opportunity lies in the fact that Labatt, like its audience, is entering a new category, defining its approach to stand out in a crowded market, and evolving along the way.
Problem: Gen Z is weary of the notion that adulthood follows a fixed timeline.
Insight: Adulthood isn’t something you arrive at; it’s a process of becoming.
Advantage: Labatt, like its audience, is stepping into a new category and evolving along the way.
Strategy: With the right companion, figuring out life feels like a win.
Campaign Tagline: Here's To Figuring It Out—Together.
Thought Process -
With this strategy, we aim to humanize Labatt and make it stand out in the crowded seltzer market by connecting with audiences through heart, not hype. The brand exists not to provide answers, offer an escape, or act as a solution to their challenges but to walk alongside you, encouraging you to savor the journey, embrace the process, and enjoy every moment of the ride. This isn’t just about selling just a drink, but to position Labatt as a trusted companion/friend, supporting their audience through change, chasing new dreams, celebrating small victories, new experiences, and everything in between.
Together, let’s toast to savoring the journey and enjoying every step—cheers to figuring it all out with Labatt!
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Furniture Fiasco: A young woman struggles with an IKEA manual, then laughs at her mismatched creation.
Voiceover: “Figuring it out isn’t always easy…”Burnt Dinner: A young man burns his food, orders takeout, and shrugs with a smile.
Voiceover: “…but it’s part of the adventure.”Camping Chaos: Friends laugh as their tent collapses during setup.
Voiceover: “Every misstep…”Small Wins: A couple cheers after hanging a frame perfectly.
Voiceover: “…brings you closer to figuring it out.”Rooftop Cheers: Friends clink Labatt cans at sunset, enjoying the moment.
Voiceover: “Here’s to the journey. Here’s to figuring it out—together.”
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#FiguringItOutChallenge
A video of someone struggling to set up IKEA furniture, followed by a triumphant cheers with Labatt once it’s done (even if it’s slightly crooked!).
Caption: “Nailed it… kind of. #FiguringItOutChallenge.
Cheers to This
A post showing someone holding a Labatt can with a graduation cap in the background.
Caption: “Cheers to finally making it through! #CheersToThis
Hard Seltzer Confessions
A reel of someone admitting, “I thought you had to cook ramen noodles before boiling the water,” ending with a laugh and a Labatt toast.
Caption: “Still figuring it out, but hey, progress tastes good! #LabattConfessions”
Figuring It Out Diaries
A day-in-the-life video of someone unpacking boxes after moving, trying to cook a meal, and finally relaxing with Labatt.
Caption: “From chaos to calm. Here’s to figuring it out, one sip at a time. #LabattDiaries”
Before and After
Before: Burnt cookies on a baking tray.
After: A perfect batch of cookies with a Labatt can beside it.
Caption: “From disaster to delicious. Here’s to figuring it out! #BeforeAndAfter”
Cheers from Anywhere
A selfie of someone enjoying Labatt on a hiking trail overlooking a scenic view.
Caption: “Cheers from the top of the world! #CheersFromAnywhere”