Beer is part of the concert experience, so it seems a natural fit to bring a concert to a beer event—in this case, the Canadian launch of Stella Artois Légère (a lower-calorie version of the Belgian lager). Close to 2,700 people filled Circa on Tuesday night to see hip-hop artist Wyclef Jean play a 90-minute set that included freestyling, climbing, and a performance by his younger sister, Melky.
"Wyclef is an artist people respect," said Jil Eisnor, an account manager at Mosaic Sales Solutions, who works with Labatt Breweries on marketing initiatives. (Labatt distributes Stella Artois products in Canada.) "He suits the brand well because he is sophisticated and his music is, as well."Among the eclectic artwork and decor in Circa, Stella Artois branding showed up on screens, large and small posters, and servers' outfits. The Fathom 22 area on the second floor of the club served as the V.I.P. room, while the main floor held clubgoers who bought tickets to the show. "The tagline for the product is 'remarkably light,' so light was the main theme for the event," said Eisnor, who worked with ASC PR on the launch. Beer served on lit-up trays and an aerial ballet performance with changing strobes demonstrated the light concept.
Wyclef came onstage at 11:30 p.m. wearing a silver-collared shirt hinting at Stella Artois' brand colour (which also showed up on the servers' bustiers and wigs, and on the silver-plated V.I.P. invitations). Eisnor said the show started late on a Tuesday night partially so that bar owners, who make up some of Labatt's key accounts, would be able to attend.
Revving up the crowd with a freestyle rap that included references to his days with the Fugees and American politics (he repeatedly declared that "Obama is the next president"), Wyclef delved into a set with DJ Leon with songs like Bob Marley's "No Woman, No Cry" along with hits like "Gone Till November." He continually interacted with the audience, passing through the main-floor crowd on his bodyguard's shoulders and climbing up to the V.I.P. area (with the help of fans) to perform a song.
Prior to the launch event, Wyclef sat for interviews with the media—with Stella Artois Légère posters as the backdrop—at the Westin Harbour Castle Hotel.
Correction: This original version of this story incorrectly listed Jil Eisnor's title and the total number of guests.
"Wyclef is an artist people respect," said Jil Eisnor, an account manager at Mosaic Sales Solutions, who works with Labatt Breweries on marketing initiatives. (Labatt distributes Stella Artois products in Canada.) "He suits the brand well because he is sophisticated and his music is, as well."Among the eclectic artwork and decor in Circa, Stella Artois branding showed up on screens, large and small posters, and servers' outfits. The Fathom 22 area on the second floor of the club served as the V.I.P. room, while the main floor held clubgoers who bought tickets to the show. "The tagline for the product is 'remarkably light,' so light was the main theme for the event," said Eisnor, who worked with ASC PR on the launch. Beer served on lit-up trays and an aerial ballet performance with changing strobes demonstrated the light concept.
Wyclef came onstage at 11:30 p.m. wearing a silver-collared shirt hinting at Stella Artois' brand colour (which also showed up on the servers' bustiers and wigs, and on the silver-plated V.I.P. invitations). Eisnor said the show started late on a Tuesday night partially so that bar owners, who make up some of Labatt's key accounts, would be able to attend.
Revving up the crowd with a freestyle rap that included references to his days with the Fugees and American politics (he repeatedly declared that "Obama is the next president"), Wyclef delved into a set with DJ Leon with songs like Bob Marley's "No Woman, No Cry" along with hits like "Gone Till November." He continually interacted with the audience, passing through the main-floor crowd on his bodyguard's shoulders and climbing up to the V.I.P. area (with the help of fans) to perform a song.
Prior to the launch event, Wyclef sat for interviews with the media—with Stella Artois Légère posters as the backdrop—at the Westin Harbour Castle Hotel.
Correction: This original version of this story incorrectly listed Jil Eisnor's title and the total number of guests.
Stella Artois Légère branding in the V.I.P. area
Photo: Courtesy of George Pimentel
Wyclef joined the crowd on a bodyguard's shoulders during his performance.
Photo: Courtesy of George Pimentel
Stella Artois Légère posters branded the seating areas in the Fathom 22 space at Circa.
Photo: Courtesy of George Pimentel
A close-up shot of Stella Artois Légère decorated the V.I.P. area.
Photo: Courtesy of George Pimentel
Wyclef posed with servers dressed in silver bustiers and wigs.
Photo: Courtesy of George Pimentel
Wyclef showed off his guitar skills during the set, even playing behind his head at one point in the show.
Photo: Courtesy of George Pimentel
