Labatt USA launches its first campaign for Lowenbrau with radio spots beginning Nov. 8 in San Diego. The ads feature Lowenbrau's former theme song, but sung in German. Outdoor broke this week in Los Angeles and will run through Dec. 15. One outdoor board for the beer, which had a new recipe when it was brewed domestically by Miller Brewing Co., reads: "Back to the original recipe. (Oh, like you don't regret anything you did in the '80s?)." Norwalk, Conn.-based Labatt USA on Oct. 1 took over handling the beer from Miller. Lowenbrau is now imported from Canada. The outdoor ads and radio spots, created by Lowe
Lintas & Partners Worldwide, New York, go nationwide in February. Spending was not disclosed.
Copyright November 1999, Crain Communications Inc.