By Deborah Jackson, editor National Liquor News
Canadian Club is embracing winter, taking its annual Bad Sweater Day promotion one step further this year by rolling out limited edition winter themed packaging nationally.
According to brand manager Tiffany Madsen, the winter focus period plays a strategic role for Canadian Club in continuing to drive the growth and momentum for the brand.
"This year we are taking winter to a new level with a full market approach, introducing our Canadian Club winter themed packs supported by a range of customer specific activity. This allows Canadian Club to be front and centre during the key winter period, where a high frequency of at home consumption occurs, encouraging trial within off-premise and trade ups to larger pack formats," said Madsen.
The Canadian Club winter themed packs will have full market ranging running across the Canadian Club & Dry 10-pack SKU and the Canadian Club & Dry Cube. Further to this, unique winter activity has been created across select retail outlets.
This year, BWS has 3000 Canadian Club 'Bad sweaters' to be redeemed by anyone who spends more than $30 on Canadian Club in-store across a five-week promotion period, all in the lead up to Bad Sweater Day on 24 June.
The Bottle-O, IGA, and Cellarbrations have uniquely designed Canadian Club beanies and stubby mitts to reward instantly to anyone spending more than $30 on Canadian Club.
First Choice will be running a promo to win a limited edition Canadian Club snowboard across 50 outlets located in NSW and Victoria.
And, select on-premise accounts also have Canadian Club snowboards to giveaway.
Canadian Club RTDs continue to deliver double digit growth at 15 per cent vs YA and have had the highest year-on-year growth rate over the last five years compared to any other spirit brand in Australia. Nationally it ranks as the number four RTD brand in value and volume (Aztec 1/5/2016).
Canadian Club's substantial growth and share gain has been largely driven by raising mass awareness and its in-store presence.
"This year we will continue to drive trial and increase awareness through extended media touch points and increased customer activity," said Madsen.
"Reaching a mass audience through this year's media plan, driving key messages through channels like TV and radio and social Influencers. The broadening to a national program, incorporating key capital cities (Syd/Melb/Bris) with the leading radio network integration [on KIIS FM through Kyle and Jackie O] to support Bad Sweater campaign."