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.
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.
Advertiser: Canadian Club & Dry
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: 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