New spot for Canadian Club

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This month Beam Global Australia has launched of a series of TVCs for its campaign, ‘Over Beer?’, to promote its Canadian Club beverage.

Targeting the times when people usually drink beer, the new TVCs build off the ‘Over Beer?’ campaign, which has been created to drive trial by repositioning the brand away from traditional dark spirits and educating consumers on what sets it apart from other beers.

Launching in conjunction with the Winter Olympics, the new ‘Over Beer?’ TVCs aim to showcase the humour of the brand, while encouraging consumers to refresh their drink of choice.

The ‘Over Beer?’ campaign, developed locally by The Works Sydney, hopes to raise awareness of and educate consumers on Canadian Club.

Kevin Macmillan, creative director at The Works, who also directed the TVCs, says: “This strategy sets CC on its path to being a true challenger brand and taking market share from beer.”

Sophie Farquhar, copywriter at The Works says: “Working with comedians rather than actors worked well. The campaign strategy is cheeky in itself so we’ve created spots which are really simple but a bit playful.”

Ray Noble, brand director Canadian Club, describes the creative and the decision to invest in TVCs:

“Canadian Club is different from traditional dark spirits – it doesn’t look, taste or act like the rest. ‘Over Beer?’ highlights this and repositions Canadian Club by targeting the occasion when people would conventionally drink beer and offering a refreshing alternative."

‘Over Beer?’ also builds off the sponsorship of season six of Entourage currently showing on Arena, where consumers have the opportunity to win a free case of CC & Dry. The new media activity will coincide with the launch of the Winter Olympics, airing on Foxtel and Fox Sports where Canadian Club is an official telecast partner.

The TVCs will be supported by the promotion ‘Take a break from Beer’ in July -- a 200ml free taster-can trial program given out with any purchase of premium beer in selected off-premise retailers from April, as well as print ads that have appeared in trade publications.

Credits:
Agency: The Works Sydney
Director and CD: Kevin Macmillan
Creative: Sophie Farquhar
Production Company: Mosaic Films
Producer: Craig Bolles
Account Service: Rennae Long
Media – Razor.
Public Relations – Burson-Marsteller.

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