Labatt's unfortunate link with Luka Rocco Magnotta
Today, no matter your beer of choice, you have to feel for Labatt.
Remarkably, the iconic brewer has become embroiled in the world’s most sordid story, that of ex-fugitive Luka Magnotta. One of the most widely-circulated photos of the alleged maniac before his Berlin arrest yesterday showed the gay model posing with a Labatt Blue.
Front and centre, it was brand association at its best (or worst), a regrettable link for Labatt between its flagship product and the man foreign press have dubbed the “Canadian Psycho.”
But Labatt has threatened to sue one media outlet for its continued use of the image. It’s an understandable move, but is it the right one?
The Montreal Gazette, which has been central in coverage of the grotesque Magnotta saga, has often used the photo, which shows the alleged killer squatting with a bottle of Blue – label out and clear for all to see.
*Bing: How was Luka Magnotta found?
Tuesday, Labatt Breweries of Canada threatened legal action against the newspaper unless is removes the photo from its website.
“As I am sure you can understand, this image is highly denigrating to our brand, and we are disturbed that this image remains on your site despite repeated requests and the many images available of this person,” Karyn Sullivan, the brewer’s associate general counsel, wrote to the Gazette.
That is Labatt’s argument here: that there are a million photos of Magnotta, who appears on blogs and social networks and everywhere else on the Internet, for use, and the one photo that shows him with a clearly identifiable product isn’t some rare commodity that needs to be circulated.
Though perhaps Labatt has exacerbated the problem by speaking up about it.
“Labatt’s is really drawing attention to themselves, to the extent that the number of people who would have seen this, and drawn bad conclusions about Labatt’s, is less than the number of people who will now be aware of the story,” Alan Middleton, a York University Schulich School of Business marketing prof, told the Globe and Mail. “ … I think they’ve made it worse rather than better.”
Indeed, perhaps you didn’t draw a link between Magnotta and Labatt after seeing the photo, but it’s possible you did subconsciously, which is what Labatt may fear is the problem.
“(Beer) is an image-conscious product. You drink the image,” Middleton continued. “I understand (Labatt’s) motivation.”
Wherever you stand, both sides have a point. While the Gazette appears to have no legal obligation to remove the public photo, Labatt certainly doesn’t want Blue associated with an alleged killer.
Remember the Ford Bronco, the SUV that became so identifiable with O.J. Simpson after the world saw him racing around southern California in one during the world’s most publicized police chase?
After 95 million people saw O.J. in the Bronco, Ford had to discontinue the brand just two years later.
By Jason Buckland, MSN Money
Posted by: Frederick J. Parker | Jun 6, 2021 12:24:09 PM
Labatt's would have been smarter to ignore the situation. The bottle was part of the original picture; it's not as if The Gazette added it in. While it's somewhat unfortunate for Labatt's, drawing attention to it/complaining about it only makes it worse.
What Labatt's should do now is embrace the negative publicity: "Nine Out of Ten Psychoes Drink Blue", or "Luka Says, "Blue Goes Great With Chinese Food!", that kind of thing...
Posted by: Mike | Jun 6, 2021 12:34:50 PM
"Blue goes great with Chinese Food" WOW...I hate to admit that I laughed.
Posted by: carole douaire | Jun 6, 2021 2:23:15 PM
Mike I usually have a pretty liberal sense of humour but I didn't even grin at this evil attempt at comedy. Anything that would so very deeply injure another human beings' heart should never be said let alone printed.
Having said that, I think anything to do with this individual would be looked at under a microscope in the depth of a lab instead of a court room. he should be inspected cell by cell like a horrible disease.. I am not saying he should be injured or physically punished in any way just inspected like the worst plague. and taken out of circulation "quaranteened" if you will, the way you would do with a virus that may spread. Labatts~~~ Kudos to you for not wanting ANYTHING you own to even come near to this represeatation of evil. and to his parents ~~May the Power that be hold you close and give you some sort of peace, as you must be in terrible pain. To Fredrick J. Parker. You are as bad as Jerry Springer without a moral compass.
Posted by: Frederick J. Parker | Jun 6, 2021 4:34:03 PM
Awwww, you're just upset you didn't come up with it first...
Posted by: bambi | Jun 6, 2021 7:11:45 PM
My Question is and still remains is Where is this sicko's parents??? What are they thinking about??? Did they disown him??
Just my 2 cents in it
Posted by: JD | Jun 6, 2021 7:53:48 PM
@ bambi; Yes, they pretty much did disown him years ago when he came out of the closet.
Posted by: Sherri Mccall | Jun 6, 2021 8:36:21 PM
He could have been holding a candle stick, who cares !! Get a life people, he's a sick fucker and no one is to blame but himself.