Labatt: It's a Beeracle by Burns Group

Independent agency Burns Group and FIFCO USA are launching 'It’s a Beeracle,' their second campaign for Blue Citra by Labatt. With the campaign, the brand is unveiling a new character to demonstrate that Blue Citra truly is the best of both worlds - it’s hoppy and refreshing.

Launching across Hulu, Instagram and Pandora, the campaign introduces beer drinkers to 'Citra Man,' a Blue Citra zealot, enthusiastically promoting the attributes of the beer. Along with his hype team, Citra Man spreads the good word about the beer.

Throughout the series of short and long form video content, Citra Man speaks to the masses, extolling the virtues of the beer in impassioned speeches, song, and interpretative dance. He even comes equipped with his own hotline. 1-866-A-BEERACLE is an interactive way to record consumers’ beeracles in their own words.

Burns Group worked with director Michael Illick at production company Arts & Sciences to develop the series of 13 videos. The spots feature Citra Man spreading the good word about Blue Citra in a variety of settings, including one-on-one conversations and on stage in front of a large gathering of beer fanatics looking for that flavor balance.

'It’s a Beeracle' will run across Hulu, Instagram, Facebook, Snapchat, YouTube and Pandora through the remainder of winter.