Campaign details
Agency: The Monkeys
Executive Summary
By treating 'Over Beer?' as a big culturally-provocative idea, not just a bumper sticker, Canadian Club became the catalyst for all Australians to question the unquestionable: is it time to ditch our cultural commitment to beer?
By asking 'The Big Question', Canadian Club took it to a whole new level, leaving the category in its dust – achieving an incremental +$35M value sales uplift year-on-year, growing drinkers at three times the category. Best of all; Canadian Club overtook Bundaberg Rum in value sales for the first time in history.