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 Contd...

Some Initial Reactions

Experts applauded CC's 'Damn Right Your Dad Drank It' ad campaign which generated so much hype for the brand. They also felt that the promotion both verbally and visually was so provocative that it rapidly grabbed the attention of the people...

The Results

Experts commended Beam Global for launching the 'Damn Right Your Dad Drank It' campaign since it helped revamp CC's brand image. The campaign generated the much needed brand awareness for CC...

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Looking Ahead

To build on the success of the 'Damn Right Your Dad Drank It' campaign, Beam Global initiated a 'Damn Right Your Dad Hasn't Told you Everything' photo contest on its website in association with Thrillist in March 2009...

Exhibits

Exhibit I: CC's 'Hide A Case' Print Ad
Exhibit II: CC's 'Find A Case Challenge' Print Ad
Exhibit III (A): 'Damn Right Your Dad Drank It' Print Ad
Exhibit III (B): 'Damn Right Your Dad Drank It' Print Ad
Exhibit IV: US Spirits Market 2008 by Category Gross Revenues (in US$ millions) Including FET

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