Canadian Club wants to be bigger than Bundy in Australia. Quite an aspiration for a “dusty old Canadian brand” that three years ago barely registered for most consumers. It is plotting the next phase of its ‘Over Beer’ campaign, led by The Works, and switching the emphasis of its marketing to focus more on the product.
This article first appeared in the 24 January 2014 edition of AdNews, in print and on iPad. For the full story click here to subscribe for more news, features and opinion.
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