Description
This Labatt’s IPA ad doesn’t whisper, it flexes. Everything about it is built to project strength, confidence, and a very specific idea of masculinity. The man’s steady gaze, the full glass of beer held like a trophy, and the bold, unapologetic headline all work together to tell you this drink is not trying to be trendy or polite. It’s positioning itself as tough, straightforward, and proudly old-school. In one frame, the brand tells you exactly who this beer is for and, just as importantly, who it isn’t for.
How It Works:
The ad ties the product directly to identity. It’s not selling taste alone; it’s selling what the drink says about you. Words like “full strength,” “full bodied,” and “full flavoured” act as metaphors for character, not just beer quality. The emotional hook is pride. If you see yourself as bold and uncompromising, this bottle becomes a symbol of that self-image. That’s powerful because people don’t just buy drinks, they buy reflections of who they believe they are.
How You Can Reuse This Idea:
You can borrow this approach anytime your product connects to a strong lifestyle or identity. Pick a clear personality your audience already aspires to and build every visual and word around it. Speak their language without over-explaining. The moment people feel your product represents them, not just something they consume, you move from being a choice on a shelf to being part of their self-expression. That’s when brand loyalty becomes emotional, not logical.
