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Canadian Club & Dry's New Campaign Asks 'Who Made Beer the Boss of Summer?'

Integrated campaign developed by The Monkeys

Canadian Club & Dry's New Campaign Asks 'Who Made Beer the Boss of Summer?'

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 via The Monkeys, part of Accenture, that aims to liberate Aussies by offering them a refreshing alternative to beer.

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.

CC Frame 2.jpg
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 darkCC Frame 3.jpg spirits and makes consumers question the often default choice made with beer.

Says Vince Lagana, executive creative director, The Monkeys: "We wanted to build on the success of the last campaign and turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best. OnceCC Frame 4.jpg again, Canadian Club & Dry challenges Aussies to embrace an alternative drink."

Says Trent Chapman, marketing director ANZ, Beam Suntory: "Canadian Club & Dry's success shows there is something in challenging the conventional wisdom of beer. This insight rings true all the way to Canada where The Big Question creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club & Dry to Canadians."

The campaign is set to run across broadcast TV, print and out-of-home advertising.
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Advertiser: Canadian Club & Dry

Creative Agency

Creative Agency: The Monkeys, Sydney

Producer: Katie Bassett

Executive Creative Director: Vince Lagana

Creative Director: Scott Dettrick

Content Executive: Tash Strachan

Content Director: Ola Moszumanska

Group Content Director: Ciaran Miller-Stubbs

Senior Art Director: Scott Zuliani

Senior Copywriter: Tim Pashen

Chief Executive Officer: Mark Green

Head of Production: Thea Carone

Strategic Planning: Henry Bilson

Group Chief Creative Officer: Scott Nowell

Senior Content Manager: Bec Barnier

Senior Producer: Penny Brown

Strategy Director: Fabio Buresti

Managing Director: Matthew Michael

Production Company

Production Company: Sweetshop

Executive Producer: Loren Bradley

Director: Nick Kelly

DOP: Geoffrey Simpson

Producer: Allison Lockwood

Editor: Stuart Morley

Post Producer: Olivia Reddy

Colourist: Andy Clarkson

Post Production: The Editors

Music: Song Zu

Managing Director: Edward Pontifex