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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.