Beam Suntory’s Canadian Club Whiskey is challenging Australia’s beer drinking culture with a new “Over Beer?” ad.
The ad features men in a pub questioning their allegiance to beer.
One says: “I thought beer was compulsory.”
Another says: “I only drink it because my dad drank it.”
The creative director Scott Dettrick of the agency responsible for the ad, The Monkeys, said: “The challenge was to take on beer in Australia. We drink it, our dads drink it and their dads drank it too. It’s in our cultural DNA. However, Australia is changing and our drink choices are too.
“The campaign shows that beer isn’t everything that it’s cracked up to be; it has been bloating our bellies and making our breath bad for far too long.”
Beam Suntory marketing manager Tiffany Madsen added: “We know beer is synonymous with Australian culture, however Canadian Club’s success shows there is something in challenging the conventional wisdom of beer.
“When we’re given permission to not choose beer, it’s strangely liberating. We’re not suggesting Australians stop drinking beer, but rather reconsider their love affair with the liquid.”
Watch the ad below:
Canadian Club continues to deliver above market growth in Australia.
CC leads Canadian whisky revival
Ironically, the key to Canadian Club whisky’s revival on its home turf of Canada over the past decade has been credited to a campaign in 2007 called “Damn right your dad drank it”.
After the advertising campaign brought the amber liquid back into favour, Don Draper spotted coolly sipping CC on TV’s “Mad Men” meant its popularity went through the roof.
