Beam Global will double its ad spend for Canadian Club to $1.5 million for a TV blitz that targets premium beer drinkers.
The TV campaign launched to coincide with the start of the Vancouver Winter Games with Beam running bursts of ads on pay TV during Olympic coverage.
A major promotion, "Take a break from Beer" will follow in July and a final burst of ads at the end of the year will round off the campaign, which aims to reposition Canadian Club by targeting habitual beer drinkers.
