June 5, 2012 · 2:21 pm
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PR Disaster ensues after Labatt threatens to sue Montreal Gazette over Magnotta Labatt Blue Beer Picture

  1. According to an article in the Globe and Mail, Labatt has threatened to sue the Montreal Gazette over its use of a picture of suspected murderer Luka Magnotta posing with a bottle of Labbat Blue. Labatts feels that the picture, taken from Magnotta’s Facebook, will damage the reputation of its brand of Blue beer.

    It seems the legal threats have drawn more attention to the picture and not less. The twitterverse has quickly responded with #NewLabattCampaign a compendium of rather tasteless and insensitive tweets, arguably spiraling the Blue brand further. The campaign is now trending on Twitter in Canada.
    Perhaps now, Labatt lawyers are wishing they said nothing at all as damage control will go into overdrive.
  2. Scott_Gilmore
    Marketing students should pay attention to #newlabattcampaign. Great case study on damage control gone horribly wrong.
    Scott Gilmore
    Tue, Jun 05 2012 11:56:20
  3. EDIT: Labatt has now dropped its demand for the photo to be removed. Didn’t see that one coming!

    Below are some examples of how the PR disaster unfolded today:
  4. wilnervision
    It takes a certain kind of person to drink Labatt Blue. And if you see that person, RUN. #newlabattcampaign
    Norm Wilner
    Tue, Jun 05 2012 14:10:46
  5. acoyne
    I don’t always drink beer after dismembering a corpse, but when I do, I drink Blue. #newlabattcampaign
    Andrew Coyne
    Tue, Jun 05 2012 11:52:48
  6. Peter_Lynn
    “Labatt Blue: Canada’s favourite killsner—I mean pilsner.” #newlabattcampaign
    Peter Lynn
    Tue, Jun 05 2012 12:47:06
  7. CarletonPlace
    4 out 5 psychos prefer Blue. Kill responsibly #newlabattcampaign
    Brian C
    Tue, Jun 05 2012 12:44:49
  8. JimmyJames01123
    #newlabattcampaign It won’t cost you an arm and a leg. It just tastes like it does.
    Jimmy James
    Tue, Jun 05 2012 12:44:06
  9. BearDownPride
    I don’t always eat people…but when I do I drink Labatt Blue. #newlabattcampaign
    Clarence Boddicker
    Tue, Jun 05 2012 13:10:01
  10. BifrostedFlakes
    “Because isn’t this time for a Moosehead?” #newlabattcampaign
    Linda
    Tue, Jun 05 2012 12:44:05
  11. joesmithvi
    It’s Killer Time! #newlabattcampaign
    Joe Smith VI
    Tue, Jun 05 2012 13:15:23
  12. rock_golf
    The #newlabattcampaign will no longer include the theme song “Everybody Cut Footloose”.
    RockGolf
    Tue, Jun 05 2012 13:14:35
  13. ugottabekiddin
    When you have a thirst that you just cant kill. #newlabattcampaign
    Kim
    Tue, Jun 05 2012 13:14:34
  14. b3nbutty
    Blue you taste like a rotting corpse #NewLabattCampaign
    Benjamin B
    Tue, Jun 05 2012 13:38:05
  15. photoblair
    If you think #newlabattcampaign is in bad taste, wait ’til taste their product! Yours truly, Molson.
    photoblair
    Tue, Jun 05 2012 13:18:54
  16. petbugs13
    Labbatt: Out Twitter mentions may be in poor taste, but our beer isn’t. #newlabattcampaign
    pb
    Tue, Jun 05 2012 12:35:16
  17. KimJohnston
    Bring me another beer please. Chop chop. #newlabattcampaign
    KimJohnston
    Tue, Jun 05 2012 13:11:51
  18. acoyne
    RT @TabathaSouthey: Lose the cops. Not the taste. #newlabattcampaign
    Andrew Coyne
    Tue, Jun 05 2012 12:09:16
  19. ReginaPosterBoy
    Catch da taste! (Of death!)#newlabattcampaign
    ReginaPosterBoy
    Tue, Jun 05 2012 12:10:34
  20. SeparatistSt
    Nothing takes the taste of blood away better #newlabattcampaign
    Separatist Street
    Tue, Jun 05 2012 11:55:23
  21. thefais
    Labatt Blue: The killer taste for satisfying that unquenchable thirst. #newlabattcampaign
    Matt Fairley
    Tue, Jun 05 2012 12:02:56
  22. _drewski
    Labatt Blue Light: Lose the cops. Not the taste. #newlabattcampaign
    Andrew
    Tue, Jun 05 2012 12:07:23
  23. PoppedCulture
    RT @Dataclutter: I don’t always make bad PR decisions but when I do I drink Labatt Blue #newlabattcampaign
    Jeremy Barker
    Tue, Jun 05 2012 12:11:24

  24. poutch
    #newlabattcampaign http://pic.twitter.com/IUHQGIEa
    poutch
    Tue, Jun 05 2012 14:01:37
  25. heyitstva
    Labatt. Bad things brewing. #newlabattcampaign
    Todd Van Allen
    Tue, Jun 05 2012 12:27:18
  26. LorenMcGinnis
    enjoy labatt’s products responsibly: know when a snuff’s enough. #NewLabattCampaign
    Loren McGinnis
    Tue, Jun 05 2012 13:40:15
  27. As many tweeps have pointed out, this has drawn more attention to the issue than was needed. Did people ever pay attention to the bottle of Blue in the picture before the lawyers unleashed? Tweeps have also pointed out that the #NewLabattCampaign, while humorous to some, is remains in bad taste:
  28. AshleyCsanady
    Had anyone even noticed it was a Labatt Blue bottle in the ad BEFORE this ridiculousness? #newlabattcampaign
    Ashley Csanady
    Tue, Jun 05 2012 13:19:14
  29. darcydick
    Well, tweeters, we’re showing about the amount of sensitivity and respect for the family of Jun Lin as Labatt has. #NewLabattCampaign
    Darcy Dick
    Tue, Jun 05 2012 13:20:35

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One Response to PR Disaster ensues after Labatt threatens to sue Montreal Gazette over Magnotta Labatt Blue Beer Picture

  1. Pingback: How To Screw Up On Social Media | The West Agency

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