Canadian Club is asking Australians to put down their beers and drink its “refreshing” alternative this summer.
Canadian Club & Dry is challenging Australia's beer drinking culture and encouraging the nation to source an alternative in its new campaign.
Created by The Monkeys, the spot asks 'Who made beer the boss of summer?' and is part of the brand's 2010 'Over Beer' strategy.
It builds on the success of the first instalment, 'The big question', which delivered Canadian Club its best year on record.
The ad targets the plethora of beer ads released across the summer, from Asahi Super Dry to Somersby.
The Monkeys executive creative director Vince Lagana said it wanted to reach Australians in time for the summer.
“We wanted to turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best,” Lagana said.
“Once again, Canadian Club & Dry challenges Aussies to embrace an alternative drink.”
Beam Suntory marketing director ANZ Trent Chapman said the success of the campaign is a sign Australians are tired of beer.
“This insight rings true all the way to Canada where 'The big question' creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club & Dry to Canadians."
The 'Who made beer the boss of summer?' is set to roll out across TV, print and out of home.
Client: Beam Suntory
Brand: Canadian Club & Dry
Marketing Director ANZ: Trent Chapman
Group Marketing Manager: Stephanie Jericevich
Brand Manager: Michaela Lloyd-Jones
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Partner & Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Producer: Penny Brown
Producer: Katie Bassett
Strategic Planner: Henry Bilson
Group Content Director: Ciaran Miller-Stubbs
Content Director: Ola Moszumanska
Senior Content Manager: Bec Barnier
Content Executive: Tash Strachan
Production Company: The Sweet Shop
Director: Nick Kelly
Producer: Allison Lockwood
Executive Producer: Loren Bradley
Managing Director: Edward Pontifex
DOP: Geoffrey Simpson
Post Production: The Editors
Editor: Stuart Morley
Colourist: Andy Clarkson
Post Producer: Olivia Reddy