Effies
Australia
How long-term brand-building led to the 3 most successful years in Canadian Club history
Agency
The Monkeys - Part of Accenture Song
Client
Beam Suntory
Awards
Gold
Long Term Effects
Summary
Few brands can directly challenge a defining part of Australian culture and win. This is the story of the three most successful years in Canadian Club's history, where sales went in the words of our distributor, "gangbusters". Through a disciplined commitment to a provocative strategy and consistent creative approach, we struck at the heart of Australian beer-drinking culture, returning Canadian Club back to growth. By liberating Australians from the cultural obligation to drink beer, Canadian Club unleashed its growth potential; amounting to a phenomenal. Min incremental revenue, a net profit contribution of M and an ROI of $.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
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Credits
| Scott Nowell | Co-founder & Group Chief Officer | |
| Mark Green | Co-founder & Group CEO | |
| Fabio Buresti | Author/Partner & Strategy Director | |
| Matthew Michael | Managing Director | |
| Vince Lagana | Executive Creative Director | |
| Scott Dettrick | Creative Director | |
| Henry Bilson | Author/Strategic Planner | |
| Hugh Munro | Author/Head of Planning | |
| Ciaran Miller-Stubbs | Group Content Director | |
| Nick Kelly | Director | The Sweetshop |
| Trent Chapman | Marketing Director ANZ | Beam Suntory |
| Stephanie Jericevich | Group Marketing Manager | Beam Suntory |
| Michaela Lloyd-Jones | Brand Manager | Beam Suntory |
Category Sponsors
YouTube
