Table of Contents 6 2012 OVATION Awards Winning Entries

and consumer attention in an authentic way that earned their respect while staying true to the essence
of the Alexander Keith’s brand. It also helped raise more than $13,000 for key charities and underscored
Alexander Keith’s – and Labatt’s – commitment to giving back to Canadian communities.
The program attracted attention from targeted lifestyle, sports and news media – including Canada
AM’s Jeff Hutcheson – to build a national story and ensure key messages were communicated. In
addition, the incentive for media to leverage their social media channels to create added buzz extended
coverage and conversation. We were very pleased with the results, exceeding target goals and
objectives in every category. The simplicity and creativity of the ‘Show Your Plaid’ PR program ensured
consumers knew about the Keith’s Green initiative during a very competitive time for space during Earth
Month.