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.
Marketing students should pay attention to #newlabattcampaign. Great case study on damage control gone horribly wrong.
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:
Had anyone even noticed it was a Labatt Blue bottle in the ad BEFORE this ridiculousness? #newlabattcampaign