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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"Canadian Club, a moribund brand that hadn't advertised for more than a decade, had no discernible positioning, and was on an inexorable slide to terminal uncoolness, has torn up the rule book with a retro-themed campaign under the rubric: "Damn Right Your Dad Drank It!" [...] In one fell swoop, a dying brand has suddenly cornered a whole new kind of cool." 1

- Jason Gagliardi, Executive Creative Director, Creative In-house2, in September 2009.

"The success of the 'Damn Right' campaign is due in part to the fact that it is relatable. No matter your generation, CC fans look at the images in the ads and immediately get the sense of timeless fun and classic masculinity -- both important qualities of CC itself. Inviting our fans to share their photos gives them the chance to show us their own representation of 'Damn Right' and to literally be part of the campaign."3

- Brian Stockard, Brand Manager, Canadian Club Whisky, in April 2009.

Introduction

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In November 2007, Canadian Club Whisky (CC), a Canadian whisky brand owned by US-based premium spirits company, Beam Global Spirits & Wine4 (Beam Global), unveiled a national ad campaign 'Damn Right Your Dad Drank It' to promote its CC brand of whisky.

Canadian Club: Repositioning a Dormant Brand - Next Page >>


1] Jason Gagliardi, "Damn Right Your Dad Would Read This," www.bangkokpost.com, September 30, 2009.
2] Creative In-House Ltd. is a Bangkok-based advertising agency.
3] "Canadian Club Whisky Looking for the Next Big Star for "Damn Right Your Dad Drank It" Campaign: Could It Be You?" www.marketwire.com, April 2, 2009.
4] Headquartered in Deerfield, Chicago, IL, Beam Global Spirits & Wine is a world leader in premium spirits and wine. It is a part of Fortune Brands Inc., a leading consumer brands company. As of 2009, Beam Global was the fourth biggest premium spirits company in the world, having eight of the world's top-100 premium spirits in their product portfolio. For the financial year 2008-09, it recorded revenues of US$ 2.5 billion.


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