Effies
Australia
Keeping Australians ‘Over Beer’ for 5 years
Agency
The Works
Client
Canadian Club (Beam Suntory)
Awards
The Grand Effie
Gold
Long Term Effects
Case Study
Summary
Not long ago, the Australian alcohol landscape was dominated by beer. After a few cold ones, some people might switch to a Ready To Drink (RTD) combination offered by Beam-Suntory. Then a tax hike on RTDs made this less likely. The future of RTDs was bleak. Until Canadian Club and Dry stood up to be counted. Discovering that ‘beer boredom’ was an actual thing, and an audience of younger drinkers was gasping for a change of flavour, we set out to achieve the highly improbable. Get Aussies ‘Over Beer’ and stay ‘Over Beer’. Four years later, the results make for very refreshing reading.
Case study
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Credits
| Author | Mitesh Solanki | ||||||||
| Creative Partner | Damian Pincus | ||||||||
| Creative Lead | Guy Patrick | ||||||||
| Creative Lead | Nathan Bilton | ||||||||
| Junior Strategist | Leo Hennessy | ||||||||
| Marketing Director | Trent Chapman | Beam Suntory | |||||||
| Marketing Manager, Canadian Club | Tiffany Madsen | Beam Suntory |