Campaign details
Brand: Canadian ClubBrand owner: SuntoryEntrant company: The Monkeys, part of Accenture Interactive, SydneyMarket: AustraliaSector: Pre-mixed drinksMedia channels: Outdoor, out-of-home, TelevisionBudget: 5 - 10 million
Executive summary
If you've ever asked yourself "what the f**k is Summer Beer?" then this case study is for you.
This is the story of the greatest Canadian Club (CC) campaign in history. One where CC did the most provocative thing it could by directly challenging beer's status as the self-appointed king of the Australian summer.
'Who Made Beer the Boss...