Canadian Club: Repositioning a Dormant Brand

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Case Details:

Case Code : MKTG241
Case Length : 18 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Beam Global Spirits & Wine
Industry : Spirits
Countries : United States

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

The campaign was launched soon after research conducted by the company uncovered that the CC brand was perceived to be a dad's drink by most male consumers in the US. The research also revealed that the target consumers preferred to be seen as 'masculine, sophisticated, and unpretentious' when they chose their drinks.

The campaign also marked the celebration of CC's 150th anniversary. Commenting on the launch of the campaign, Dennis Prado (Prado), senior brand director, CC, said, "With our iconic brand commemorating its 150th anniversary in 2008, we couldn't think of a better time to celebrate generations of CC consumers than with the launch of the 'Damn Right' campaign.

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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

Since its inception, CC had occupied the foremost position in the spirits category. However, the growing popularity of spirits like vodka and rum had led to a decline in its popularity. This had resulted in CC experiencing a gradual downturn in sales for 17 years since the 1990s...

Excerpts >>

5] "Damn Right Your Dad Drank It,", October 23, 2007.

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