Dear Canadian Club,
Thank you for Canadian Club Dry and your Over beer? / “I don’t like beer anymore” campaign.
It’s rare that a brand’s strategy (was it “Steal share from Beer”?) is so wonderfully clear for all to see. And in your case, so effective.
Thank you for showing that a good strategy is one that is unmistakably clear to people on the outside. (And thanks to Alex MH Smith for reminding us of this critical strategy principle).
Okay, okay, okay. I know I’m a good few years out of date from when you launched this campaign.
But for one, there’s plenty of live commentary on Jaguar Type 01 for those seeking topical hot-takes…(they had to do something, I’m not the target so whether I like it or not is relevant, but I do think the people who are the target will like it….for what it’s worth).
And secondly, and more importantly, thank you for keeping it simple. Simple, not simplistic, mind, is highly refreshing in the world of marketing which has a tendency to, ahem, over-complicate things.
And thank you for the plethora of great lines, sparked from that initial “I don’t like beer anymore”
“Why are you drinking it then?
“Because it’s summer.” “Because we’re camping.” “Because we’ve got a beer fridge.” “Because they fit in the chair hole.”
”I mean, who made beer the boss of summer?” “Who made beer the go to?” “Who made beer the king of the campsite?”
“What even is summer beer?”
https://www.youtube.com/watch?v=Tib-1McwS5g
And thank you for the humour.
I know there are studies about characters / mascots (animals?) in ads making them more memorable or effective.
And I think there are similar studies about humour. And that humour has become less and less prevalent in advertising over the years.
Pretty sure I read that somewhere.
I did! Here, thanks Kantar: https://www.kantar.com/inspiration/advertising-media/time-to-get-serious-about-humour-in-advertising
Thanks again Canadian Club. In fact, cheers!
Ned