Canadian Club: Repositioning a Dormant Brand
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'Damn Right' is positioned to expose the brand to a new consumer who appreciates the notion of timeless masculinity, most importantly a masculine, classic cocktail. It signifies a vital shift for CC and we're
thrilled to launch this compelling campaign."5
5] "Damn Right Your Dad Drank It," www.barnonedrinks.com, October 23, 2007.
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