Canadian Club leverages Summer beer drinking in ‘Who Made Beer the Boss of Summer?’ ad
Beam Suntory’s Canadian Club is targeting unhappy summer beer drinkers in its ‘Who Made Beer the Boss of Summer?’ campaign, building on its original ‘The Big Question’ campaign.
The Monkeys created the ad to position Canadian Club whiskey and dry as an alternative to beer, strengthening the brand’s ‘over beer’ strategy.
After winning the creative account in May last year, The Monkeys first launched The Big Question campaign in September last year, featuring a man sitting at a bar as he whispers to his mate: “I don’t like beer anymore”.
The new ‘Who Made Beer the Boss of Summer?’ ad opens with a man admitting he doesn’t like beer anymore but he just drinks it because “it’s summer”.
The 45 second ad then continues to question what “summer beer” really is with one man asking “who made beer the boss of summer?”
Vince Lagana, ECD at The Monkeys, said in a statement: “We wanted to build on the success of the last campaign and turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best.”
Trent Chapman, Beam Suntory’s marketing director, added: “Canadian Club and dry’s success shows there is something in challenging the conventional wisdom of beer. This insight rings true all the way to Canada where The Big Question creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club and dry to Canadians.”
Credits:
- Client: Beam Suntory
Brand: Canadian Club & Dry
Marketing Director ANZ: Trent Chapman
Group Marketing Manager: Stephanie Jericevich
Brand Manager: Michaela Lloyd-Jones
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Partner & Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Producer: Penny Brown
Producer: Katie Bassett
Strategic Planner: Henry Bilson
Group Content Director: Ciaran Miller-Stubbs
Content Director: Ola Moszumanska
Senior Content Manager: Bec Barnier
Content Executive: Tash Strachan
Production Company: The Sweet Shop
Director: Nick Kelly
Producer: Allison Lockwood
Executive Producer: Loren Bradley
Managing Director: Edward Pontifex
DOP: Geoffrey Simpson
Post Production: The Editors
Editor: Stuart Morley
Colourist: Andy Clarkson
Post Producer: Olivia Reddy
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Hhmmm,
This is an excellent campaign – right on insight, creative and clever – love it!
Shows the difference in end product that a strong, innovative, clever Client team can bring to the overall outcome. What a contradiction this work is to the whole IAG creative work. Hhmmm, same agency – just a “different” Client
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