One print
execution, with photos of Dad fraternizing with various women notes "Your mom wasn't your dad's first," the ad reads. "He went out. He got two numbers in the same night. He drank cocktails. But they
were whisky cocktails. Made with Canadian Club served in a rocks glass."
The idea is to "expose the brand to a new consumer who appreciates the notion of timeless masculinity; most importantly a masculine, classic cocktail," says Dennis Prado, Canadian Club's brand director. The company also said it will significantly increase spend behind the brand, which has gotten little media support in recent years and seen its volume decline.
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