Beam Canada breaks new Canadian Club campaign
Alcohol company Beam Canada has begun a new marketing campaign called "Join the Club" for its Canadian Club whisky brand. The effort consists of specialty television and digital advertising, supported by social media activities and public relations. The national campaign, aimed primarily at men, features a character called the Canadian Club Chairman who imparts "whisdoms" to consumers who are new to whisky drinking. This advice includes, "Never send beer to do a whisky's job" and "Everything in moderation except bacon." Viewers are also encouraged to submit their own aphorisms via the brand's Facebook page. "For more than 150 years, Canadian Club Whisky has been providing Canadians with smooth, approachable and easy-drinking whisky, perfect for consumers who are embarking on their whisky journey," said Rob Tucker, senior brand manager for Canadian, American and Irish whisky at Beam Canada. "CC's new campaign is all about passing on the brand's infinite 'whisdom' in a humourous and engaging way to guys who are ready to step up into whisky." The campaign was developed by The Brooklyn Brothers of New York. Public relations are being conducted by Praxis of Toronto.