Canadian Club seeks to persuade Aussies they don’t want beer
Canadian Club has taken on the tough job of persuading Australians that they’re over beer in a campaign created by The Works.
The ‘Over Beer?’ ad, which launched last night, features a punter seeking advice from his barman on what to drink instead.
Ray Noble, brand director of Canadian Club, said the ad would be “targeting the occasion when people would conventionally drink beer and offering a refreshing alternative”.
He claimed: “We wanted to create a unique campaign with a simple, unusual approach to catch people’s attention and get them talking. We know once people taste Canadian Club, they love it, and because of this, we needed the focus of the campaign to drive trial.”
The brand is also sponsoring the new season of Entourage currently showing on Arena. Canadian Club is also an official telecast partner of the Winter Olympics.
The TVCs will also be supported by a major promotion in July, which will see a 200ml free taster can trial program given out with purchases of premium beer in selected retailers. There will also be some trade-focused print advertising.
Media is being handled by Razor and PR by Burson-Marsteller.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Tough gig to try and convince anyone, let alone the Australian market, to swap out their beer.
Still, good luck to them. Makes me beg the question – why they didn’t have a look at the label branding too? That doesn’t do anything for them…
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Interesting idea. Woeful execution.
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At least its a refreshing campaign but if they can’t make it work with the ideal demographic match with Entourage and the insane coverage presented by the Winter Olympics i think they should reverse strategy again…
Interesting to see how the 200mL free tester will be accepted by the beer companies who are likely to lose marketshare to the promotion, also see how many liquor licensing laws they will violate…
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I agree with @simon branding is surely an issue
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What the fuck was that?
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As a small brand they might have taken on a smaller challenge.
I can’t see that changing any beer drinker’s mind
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I like the alternative to beer positioning as sometime I really don’t feel like one (not often) and in those times, a vodka ain’t right neither is a wine so I usually opt for a cider. Might try a CC next time.
What I don’t get is Carlton Draught being an Olympic Partner. From Canoes (my favourite) to Big Ad to Sky Troop to Olympic partner?! Can someone please tell me what must be obvious to everyone else?
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Spot on Richard.
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I think they tried to sell the idea to a cider brand first – makes more sense if you cut to a Strongbow’s logo and tag of “Over Beer?” at the end.
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Doesn’t work. Anyway as Chris S said, Strongbow aced the same idea years ago with “pub with no beer”.
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I have been drinking CC for nearly 10 years (on&off), but would never replace my beer with it… The execution of the ad was pretty poor. Should have been a bunch of blokes walking up to the bar having the same conundrum…
That dude looks like a tweaker so it suggests asking for CC makes you a tweaker? hmmm… way to offend your customers.
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Isn’t this a rerun of the Claytons idea?
Apart form the Winter Olympics with its incomprehensible sports, the only time Canada comes to mind is when Seppos make fun of Canucks saying “eh”.
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CC drinker – what’s a tweaker?
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I was wondering that too…
I thought the ad was really good. Gee, you guys are ruthless
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ah, tweaker – nothing the internet can’t handle. Googled it didn’t I?
http://www.urbandictionary.com.....rm=tweaker
refers to people who use CrystalMeth, AKA ice.
Good joke on there as well: What’s the difference between a crackhead and a tweaker?
The crackhead will steal your shit and bounce–the tweaker will steal your shit and then help you look for it.
Yeah, I agree. he goes into a bar alone and has no idea what he wants…..
Interesting idea, shit execution…
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