New Canadian Club campaign breaks
By Adnews Staff
Beam Global Spirits & Wine has begun a new advertising campaign for Canadian Club Whisky, the first for the brand in two years. The campaign, called "Damn Right Your Dad Drank It," uses imagery from the 1960s and 70s to promote the product as a masculine drink. The campaign includes consumer print, out-of-home and radio advertising, as well as word-of-mouth elements, point-of-sale materials and special events. Print ads will run in Maxim, Toronto Life, Now and Eye Weekly magazines, among others. The initiative will run through 2008, the 150th anniversary of the brand. The creative uses copy such as, "Your Dad Never Tweezed Anything," and "Your Mom Wasn't Your Dad's First." "This is the most exciting brand communication for Canadian Club in years," said Dorene Wharton, global brands manager for Canada at Beam Global. "It is anchored in a sentiment that resonates with all our consumers, people who appreciate the notion of timeless masculinity embodied in a masculine, classic cocktail. It is a brand with a rich history and high awareness, and Beam Global has reaffirmed its commitment to CC through its increased spend to launch the new campaign. 'Damn Right' is designed to inspire consumers to rediscover this great brand through its engaging imagery and provocative headlines."