Canadian Club: Who made beer the boss of summer

Canadian Club, a Canadian whiskey brand, launched a campaign in Australia to sell its whiskey in summer when beer was by far the most popular alcohol.

Campaign details

Brand: Canadian Club Brand owner: Suntory Entrant company: The Monkeys, part of Accenture Interactive, Sydney Market: Australia Sector: Pre-mixed drinks Media channels: Outdoor, out-of-home, Television Budget: 5 - 10 million

Executive summary

If you've ever asked yourself "what the f**k is Summer Beer?" then this case study is for you.