Canadian Club targets beer drinkers

By By Wenlei Ma | 23 February 2011

Jim Beam-owned whisky brand Canadian Club has unveiled a product innovation called the "CC Schooner" to lure beer drinkers.

The "CC Schooner" glass was developed by ad agency The Works and is part of a wider push called "Over Beer?". Pubs and bars will be supplied with the new glass.

The "CC Schooner" will feature in a out-of-home poster campaign running from March to May. It will also be supported by a month long point-of-sale campaign.

Canadian Club brand director Trent Chapman said: "The Works came up with a product idea that helps beer drinkers identify with CC. They have made a simple but powerful connection that will help grow CC market share.

"This is a great example of the creative thinking aligned with clear business insights."

The Works partner Damian Pincus said: "The 'Over Beer?' strategy for CC is really working and we were looking for innovative product ideas to bring this to life. The 'CC Schooner' idea helps to communicate the strategy. There is no better way to change consumer behaviour than physically demonstrating it."

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