By Rebecca Harris
Canadian Club whisky is this month (February) launching an innovative marketing campaign imploring Australians to reject beer.
The campaign, which will run as a series of TVCs, targets occasions where beer is traditionally drunk, before asking “Over Beer?”.
Canadian Club brand director Ray Noble says that the campaign has been created as a way to reposition the brand away from other dark spirits.
“Canadian Club is different from traditional dark spirits – it doesn’t look, taste or act like the rest,” he said. “‘Over Beer?’ highlights this and repositions Canadian Club by targeting the occasion when people would conventionally drink beer and offering a refreshing alternative.”
The campaign also builds off the brand’s sponsorship of season six of ‘Entourage’, where consumers have the opportunity to win a free case of CC & Dry and has been launched to coincide with the start of the Winter Olympics, of which Canadian Club is an official telecast partner.
In addition, the TVCs will also be supported by a major promotion ‘Take a break from Beer’ in July, where a 200ml free taster-can will be given out with any purchase of premium beer in selected off-premise retailers from April.