By Clyde Mooney
Canadian Club revealed it will expand distribution of its draught product to around 150 venues as the brand launched a $5 million marketing campaign in a bid to cash in on drooping beer sales.
Following the success of the 'Boonie's Over Beer?' promotion, Canadian Club has let loose its 'Beer Fairies' to personify the negative traits associated with beer drinkers.
Featuring the voice of John Cleese, the campaign began on free-to-air and pay TV this week. It also comprises online advertising and social media integration, with $100,000 worth of instant prizes available.
Incorporated into the activity will be a national PR campaign leveraging survey results from Australian women aiming to support the consumer insight that Canadian Club drinkers are the polar opposite to "boring, predictable" beer drinkers.
There will also be innovative and confronting POS items, such as "motion-activated burping and farting audio" in on-premise bathrooms.
After a highly successful limited trial in ten select venues in NSW and SA, Canadian Club & Dry draught will be distributed to around 150 venues nationwide in the coming weeks.
Trent Chapman, Brand Director – Beam Global Australia, said the company is backing the trend away from mainstream beer and "attempting to inspire Australians to think differently about their drinking".
"We've seen a steady 40 per cent year-on-year growth, which was boosted by a staggering 70 per cent growth versus the prior year, during the 'Boonie's Over Beer?' campaign last year.
"We look forward to continuing this momentum with 'Beer Fairies'."