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.


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