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Published on .

Labatt Breweries of Canada is "electing" its new beer among Canadian consumers. Called "Copper Vote '95," a campaign by Lowe SMS, Toronto, encourages consumers to choose between two versions of a new dark beer, an ale and a lager.

Copper "X" and Copper "Y" can be purchased and/or sampled through bars and restaurants in Ontario, Alberta, British Columbia and Newfoundland, as well as for home consumption in six-packs. Consumers vote in polling booths at various establishments or by calling a toll-free number (1-800-361-VOTE). The winner will be announced Jan. 29 during the Super Bowl.

Media for the "election" ads include radio, print, outdoor and a dozen TV spots with the look of an election campaign showcasing the mock "X Foundation" and the "Y Coalition."

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