Canadian Club brands ice and asks ‘Over beer?’
Canadian Club has launched the latest salvo in its fight with beer – by branding ice.
Canadian Club branded packs of ice go on sale this week which carry the slogan: ‘Over beer?’
The idea follows last summer’s launch of branded Canadian Club schooners.
Damian Pincus, creative partner and founder of Canadian Club’s ad agency The Works, said: “Every time a beer drinker gets ice for the summer BBQ they will be faced with the question – Over Beer?”
“Some, like many to date, may well answer yes. Our research has shown us that people in the past have reverted to beer out of habit. The Over Beer? positioning for Canadian Club is clearly changing this thinking.”
Canadian Club’s brand director Trent Chapman, said of the campaign so far: “The sales figures are phenomenal. With a 90% growth in sales volume since the Over Beer? campaign launched, all I can say is we are very pleased with how everything has evolved. We are sure to sway some more beer drinkers to the Canadian Clubside of life with Canadian Clubbranded ice.”
Nice idea.
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I applaud the lateral thinking. However, the line in this format appears more instructional than questioning. In other words, it makes me want to have an ice cold beer. I’m sure thats not the intention.
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I agree with the Canadian Mountie, I’m familiar with the line and like what they have done with it in the past, and like the lateral thinking here as well, but my spontaneous thought was that it was actually promoting the idea of a cold beer…
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Funny, without the question mark it kind of looks like it’s saying “put this over beer”.
Oh well, excellent use of media none the less.
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Great idea regarding the medium, I do feel like it is attacking an Australian tradition however, which is dangerous. There are a million different types and brands of beer, I’m not sure it’s logical to try and convince people to replace an entire industry with 1 particular brand of drink mixed with coke.
IMO I would be marketing it as something to go hand in hand with beer. i.e. sending the message that having a few CC’s while your mates drink a few beers is ‘ok’. TVC’s and marketing could revolve around typical beer situations with CC substituted in, or even parodies of commercials like the VB beer ads.
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