• Ad Age, Wednesday, October 24, 2007 11 AM

Beam Global Wine & Spirits has dedicated itself to generating word-of-mouth with ad spending and a national effort behind Canadian Club whisky shows how serious it is. A print, out-of-home and radio campaign, the brand's first national campaign in 20 years, is tagged "Damn right your Dad drank it" and tries to position Canadian Club as an old-school, masculine choice.

.

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.

Read the whole story at Ad Age »