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Canadian Club ‘tastes refreshing like a snowball in the face from a sexy person’ according to new ads

Canadian Club is continuing with its ‘Over Beer?’ campaign with the latest instalment focusing on what Canadian Club offers customers compared to beer.

Created by The Works, the campaign consists of two commercials which both take place in “typical ‘beer’ drinking environments”.

The first commercial sees a woman enter a bar and order a Canadian Club and dry, when the narration suggests “bring on the sexy person”, cue topless man throwing a snowball at her face to accompany the tagline “Canadian club tastes refreshing like a snowball in the face from a sexy person” and the woman saying “You don’t get that with a beer”.

Damian Pincus, The Works Sydney creative partner and founder, said: “We know there’s plenty of people out there who are bored with beer, it’s time to put Canadian Club front and centre. Getting hit in the face by a snowball from a sexy person was one of the few feelings we felt was on the same level as having a Canadian Club after years of slavish beer drinking.”

The second commercial runs similarly to the first, however it’s a man drinking a Canadian Club at a BBQ and a woman throwing the snowball.

Supported by radio, out of home, digital and a limited edition themed 24 pack cube, the commercials will start airing in 30 and 15 second versions from May 1.

Beam Global Australia marketing director Trent Chapman said: “Canadian Club is continuing to grow at a phenomenal rate, achieving double digit growth for the fifth year running in 2013. It’s clear that Australians are looking for an alternative to beer and we want to continue to redefine the role of dark spirits and bring new consumers into the category.”

The brand launched the ‘Over Beer’ strategy in 2010, following it up with the Beer Fairies campaign in 2012.

Credits:

  • Beam Global Australia
  • Marketing Director – Core Brands: Trent Chapman
  • Marketing Manager – Canadian Club: Tiffany Madsen
  • The Works Sydney:
  • Creative Lead: Kevin MacMillan
  • Creative Project Manager: Magdaline Diles
  • Producer: Craig Bolles
  • Production Company: Jungle Boys
  • Media Agency: Unity
  • Public Relations: Adhesive PR
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