Canadian Club: Repositioning a Dormant Brand
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Case Details:
Case Code : MKTG241
Case Length : 18 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Beam Global Spirits & Wine
Industry : Spirits
Countries : United States
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
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The history of Canadian Club Whisky (CC) dates back to 1856, when Hiram Walker (Walker), an eminent Canadian businessman, set up his distillery in Canada. Prior to this, he had a wholesale and retail grocery business as well as a distillery in Detroit, Michigan...
Earlier Campaigns
CC's brand success in the spirits industry was attributed both to its quality as well as to the several highly effective and unique consumer campaigns that the brand had initiated over the years. For instance, in the 1920s, the company initiated an advertising campaign
'Adventure Series' to increase CC's global sales...
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The Challenge
Though the several campaigns launched by the company were successful, they failed to arrest the decline in sales of CC since the 1990s. The decline in sales was attributed to several factors including frequent changes in ownership, erosion of the brand value of CC, the entry of new brands in the market, change in consumers' preference for vodka-based drinks, etc...
The "Damn Right Your Dad Drank It" Campaign
Armed with these insights, Energy BBDO unveiled the 'Damn Right Your Dad Drank It' marketing campaign in November 2007. Beam Global was optimistic about the launch of the campaign with a bold theme...
Excerpts Contd...>>
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