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Canadian Club & Dry: Who Made Beer The Boss of Summer?
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Challenging the notion that beer is the only acceptable drink to have in summer, Canadian Club & Dry has released ‘Who Made Beer the Boss of Summer?’, an integrated campaign that aims to liberate Aussies by offering them a refreshing alternative to beer. Created by The Monkeys, part of Accenture Interactive, the campaign builds on the success of the first instalment of ‘The Big Question,’ which delivered Canadian Club's best year on record; elevating Canadian Club as the largest contributor to 2018 spirit category growth*.
The second instalment, tailored to Australia's love affair with beer over summer, continues the brand's Over Beer strategy. Countering Australia’s beer drinking culture, ‘Who Made Beer the Boss of Summer?’ and its refreshing alternative message, continues to see Canadian Club challenge the perception of dark spirits and makes consumers question the often default choice made with beer.
Co-founder & Group CEO: Mark Green Related |
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