CANADIAN CLUB LAUNCHES FIRST AD CAMPAIGN IN 20 YEARS

Canadian Club is launching its first multi-layered national ad campaign in almost 20 years, Beam Global announced today. Entitled “Damn Right Your Dad Drank It,” Canadian Club is evoking a “retro” feel by featuring imagery from the 1960s and 1970s and taglines that remind consumers that their dads “were once cool, stylish and decidedly masculine – and they chose to represent these traits through their drink choice: whisky cocktails made with Canadian Club.”

Beam Global says it is supporting the campaign with a “significant increase” in advertising and promotional spend. Beginning in November, the campaign will be supported by print, out-of-home and radio advertising, experiential elements, point-of-sale items and in-market events that will continue throughout the brand’s 150th anniversary in 2008.

Many family photos submitted by Beam Global employees are included in the “Damn Right” campaign, including vintage photos of a mid-late twenties Dan Tullio, Canadian Club’s current global brand ambassador.

Some of the taglines are as follows: “Your Mom Wasn’t Your Dad’s First,” “Your Dad Was Not a Metrosexual” and “Your Dad Never Got a Pedicure.” Consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men’s Journal, Esquire, Outside and Men’s Fitness in December 2007 and throughout 2008.