To protect brand, Labatt threatens lawsuit over ‘body parts killer’ pic

Did the Canadian brewer in effect hurt its brand by threatening to sue the Montreal Gazette?

Ragan Insider Premium Content
Ragan Insider Content

Labatt threatened to sue the Montreal Gazette unless the paper removed a photo of Magnotta from its website that clearly shows the Labatt label on his beer bottle. The paper took the photo from Magnotta’s public Facebook page.

In a letter to the Gazette, a Labatt attorney wrote,

“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.”

Labatt’s prompted plenty of sarcastic ridicule on Twitter, including its own hashtag: #newlabattcampaign. Included are such remarks as “#newlabattcampagin I would give an arm and a leg for a Labatt Blue.”

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.