Executive summary
If you've ever asked yourself "what the f**k is Summer Beer?" then this case study is for you.
This is the story of the greatest Canadian Club (CC) campaign in history. One where CC did the most provocative thing it could by directly challenging beer's status as the self-appointed king of the Australian summer. 'Who Made Beer the Boss of Summer?' went, in the word of our distributors, "gangbusters". CC became the number 1 selling RTD for the first time in history.
Challenge, objectives and strategy
What was the strategic communications challenge?
Australians were kicking the bottle
Australians...