Canadian Club – how to spend the least and grow the most
EXECUTIVE SUMMARY
By celebrating Canadian Club's difference from its competitors, advertising enabled this spirit to enjoy unprecedented success in the Australian dark spirits market. Canadian Club's advertising was so effective that the brand grew in a declining category dominated by entrenched brands with high consumer loyalty – and all with the lowest media spend. This unknown brand was brought to prominence (and delivered dramatic business success), through advertising which:
Enabled Canadian Club's share of Glass to grow at a remarkable rate in a category dominated by Jim Beam,...