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Labatt asking for halt to campaign.

John Labatt Ltd. has asked a Canadian federal court to halt an advertising campaign that mocks the brewer's own commercials, according to a report in the Wall Street Journal.

In the suit, Labatt has asked for an injunction against Molson Breweries' "La Copycat Contest," which asks consumers to name the similarities between packaging the Labatt Genuine Draft and Miller Genuine Draft - brewed under contract by Molson in Ontario.

"La Copycat" also makes sport of a campaign for a Labatt brand where drinkers admire "la babe" at "la bar" while drinking "la dry" beer. According to Labatt, both the campaign and the brand were discontinued last year.

In a statement Labatt said the contest "goes beyond acceptable marketing practice. "

Labatt's suit is another volley in a battle that erupted when Molson and Miller Brewing Co. filed suit earlier this year in an attempt to stop Labatt from marketing its Genuine Draft product.
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Title Annotation:John Labatt Ltd.; advertising campaign
Publication:Modern Brewery Age
Date:Jun 8, 1992
Previous Article:Petition for halting exclusive territories sought in Missouri.
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