Our leader, Jon Blue, travelled the province in his bus, distributing handshakes (a free beer with every one), pamphlets, promises, stunts; and visiting schools and bars to meet constituents and new party members. The campaign included a memorable jingle, posters, and ideas (tax-deductions on CDs, mandatory 3-day weekends). A website, billboards, and newspaper ads followed. A big party and an election night speech closed the campaign. All activities contributed to the feeling of a real political campaign.

Labatt Blue ad awareness was three times that of its nearest competitors (Dominance- Impact Research, June 2004). All media contributing to unaided brand awareness (up 18%). The Blue Party received 30% of voting intentions among 18-29. Shares went up 8%. Nothing to be shy about when you are a leading mature brand facing unprecedented competition.