Canadian Club: Over beer? How CC became the fastest growing alcohol trademark in Australia
Agency: The Works
Advertiser: Canadian Club (owned by Beam Global Australia)
Author: Tom Donald
Total Campaign Expenditure: $1-2 million
STRATEGIC COMMUNICATIONS CHALLENGE
New tax blindsides the business
In mid-2009, Beam Global Australia (BGA) was at a crossroads. A year earlier, Federal taxes on ‘Ready To Drink’ (RTD) premixed drinks were raised over 70%, causing the price of BGA's portfolio to shoot through the roof. A slab of RTDs had cost roughly the same as a slab of beer, but not anymore. Not...