Canadian Club continues to reach new heights

CANADIAN CLUB THE BEER GOGGLES ARE OFF

CANADIAN CLUB (C.C) IS KICKING IT. OVER SUMMER IT CLIMBED TO THE NUMBER ONE DARK RTD KNOCKING ALL OTHER BRANDS OFF THE TOP SPOT.

ONE IN THREE DARK RTDS CONSUMED ARE CANADIAN CLUB.

This unprecedented success for the brand has been made possible through converting our country’s exhaustive well of sessional beer drinkers to C.C. Many have moved to Canadian Club as a refreshing alternative and it’s been huge. Never before has the brand achieved this level of market share.

The award winning ‘Over beer?’ campaign is praised for its long-term impact and optimisation for brand awareness. Now in its tenth year its message is still as strong as ever. It captured the beer weary attention of Australians as it asked the unthinkable question of whether we had reached saturation point with our favourite tipple.

It was audacious. Yes, it was bold. It was disruptive and provocative but it successfully challenged and shifted an Australian culture by making us rethink our ‘boring’ drinking repertoire. It spoke to Aussies in our language.

Canadian Club continues this conversation with its drinkers through the support of Australia’s favourite events. Its welcome presence at the Australian Open, the Australian Cricket and The Everest Horse Race proves we really are finally ‘beer bored’.

So how else is Canadian Club smashing it? By being relevant to drinkers and delivering where consumer trends are strongest. Zero Sugar has proven

a big consumer favourite for those seeking out a lighter more refreshing sessional drinking experience.

But it is not just the old Aussie ‘die-inthe-wool’ beer drinkers that are embracing the fresh alternative of Canadian Club wedged with tangy lime but the Millennials are onboard too.

The lucrative Millennials, if you can make it there you can make it anywhere. Canadian Club has stepped up communication with this key demographic through its strategic digital strategy. C.C. has ramped up the Socials and tweaked the messaging so it cuts through the quagmire of content the Millennials are constantly wading through.

Complementary digital and social activity has added weight to the larger media buy and amplified the overarching

campaign to reach wider audiences traditional channels miss. This has included synchronised touch points throughout focus periods, word of mouth validation through influencer strategy and partnering with Instagram sensation @InspiredUnemployed giving the brand the opportunity to engage with a savvy digital audience in a fun, irreverent, engaging and effective way.

Canadian Club will continue to execute its long-terms strategy of recruiting beer drinkers over to the refreshing alternative in hopes of becoming Number 1 in the next year.