A Refreshing Wake Up Call

1 April 2014

Advertiser: Canadian Club
Creative Agency: The Works Sydney

9 3

Canadian Club has chosen April Fools Day to launch its new campaign “A refreshing wake up call” in its latest “Over Beer?” strategy.

No, it's not a hoax. Although the TVC has the finer elements of an April Fools prank, the announcement of Canadian Club's pre-mix spirit drink offers a refreshing alternative to beer, “like a snowball in the face from a sexy person”. What's not to love?  

Damian Pincus, creative partner and founder of The Works Sydney says: “We know there’s plenty of people out there who are bored with beer, it’s time to put Canadian Club front and centre. Getting hit in the face by a snowball from a sexy person was one of the few feelings we felt was on the same level as having a Canadian Club after years of slavish beer drinking.”

The TVCs will air in 30 second and 15 second versions from 1 May and will be supported by radio, out of home, digital and a limited edition themed 24 pack cube.

Beam Global Australia
Marketing Director - Core Brands: Trent Chapman
Marketing Manager - Canadian Club: Tiffany Madsen

The Works Sydney:
Creative Lead: Kevin MacMillan
Creative Project Manager: Magdaline Diles
Producer: Craig Bolles
Production Company: Jungle Boys
Media Agency: Unity
Public Relations: Adhesive PR

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