US: Beam Global gives Canadian Club damn good push
Beam Global Spirits & Wine has unveiled the first national advertising campaign in the US for its Canadian Club Whisky brand in nearly 20 years.
The company said yesterday (23 October) that the campaign, entitled 'Damn Right Your Dad Drank It', features imagery from the 1960s and 1970s and attempts to remind consumers that their dads were once cool and stylish.
The national promotional push, which is due to launch in November, will include print, out-of-home and radio advertising, point-of-sale and in-market events that will continue throughout next year.
Canadian Club senior brand director Dennis Prado said: "Damn Right' is positioned to expose the brand to a new consumer who appreciates the notion of timeless masculinity, most importantly a masculine, classic cocktail."
Prado added: "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."
The advertising campaign will feature in spirits trade publications, radio, out-of-home media buys and viral elements, the company said. Consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News in November, and Playboy, Men's Journal, Esquire, Outside and Men's Fitness in December and throughout next year.
In May, Beam Global Spirits & Wine announced its plans to support CC with a double-digit increase in its advertising and promotional spend. The group also announced in May that it had selected Energy BBDO as its global agency of record for CC.
Energy BBDO's scope of responsibility includes brand strategy, brand positioning and execution of an integrated marketing programme across all aspects of the communications mix.
Energy BBDO already handles Jim Beam, Starbucks Coffee Liqueurs, Knob Creek Bourbon and The Small Batch Bourbon Collection, amongst others from the Beam portfolio.
CC has previously focused its promotional efforts on motorsports and sponsorship of Andretti Green Racing in the IndyCar Series Championship.
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