Effies
Australia
Canadian Club: How the ultimate challenger brand overcame its biggest challenge to date
Agency
The Monkeys - Part of Accenture Song
Client
Canadian Club (Beam Suntory)
Awards
Silver
Challenger Brand
Bronze
Food and Beverage Brands
Summary
By 2022, the Canadian Club brand strategy prompting Aussies to question if they were over beer was coming under scrutiny as Canadian Club was finding it harder than ever to win-over beer drinkers. Facing unprecedented headwinds, Canadian Club reinvigorated the ""Over Beer?"" campaign in a way that would resonate like never before and truly put beer on the back foot.
Find out how doubling down on brand advertising helped strengthen prices and grew value sales against the odds. The latest chapter of ‘Over Beer?’ took the fight to the final frontier, the one place in Australia where big beer still had an undisputed cultural monopoly - the great outdoors.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Scott Nowell | Co-Founder & Group CCO | |
| Mark Green | Co-Founder & Group CEO | |
| Tara Ford | Chief Creative Officer | |
| Matt Michael | Managing Director | |
| Fabio Buresti | Chief Strategy Officer | |
| Scott Dettrick | Creative Director | |
| Hugh Munro | Chief Strategy Officer | |
| Jake Ausburn | Senior Copywriter | |
| Alex Polgase | Senior Art Director | |
| Ben de Castella | Business Strategy Director | |
| Topher Jones | Head of Business Management | |
| Lisa Zimpel | Business Director | |
| Roshani Mehta | Senior Business Manager | |
| Penny Brown | Head of Production | |
| Elliot Liebermann | Producer | |
| Sarah Miller | Integrated Production Lead | MOFA |
| Nick Kelly | Director | MOFA |
| Llew Griffiths | Executive Producer | MOFA |
| Allison Lockwood | Producer | MOFA |
| James L Brown ACS | DOP | MOFA |
| Ben Parkinson | Casting | MOFA |
| Trent Chapman | Chief Marketing Officer | Beam Suntory |
| Kristy Rathborne | Group Marketing Manager | Beam Suntory |