Canadian Club starts snowball fight Down Under

Canadian Club is continuing to position itself as an alternative to beer with an icy new television marketing campaign in Australia.

Snowball fight: Canadian Club claims its RTD and draught serves are as refreshing as “a snowball in the face from a sexy person”

Following on from its successful Over Beer? campaign that saw volumes grow 30% in 2013, Canadian Club is now rolling out A Refreshing Wake Up Call from 1 May.

The new campaign, which positions the whisky as a refreshing alternative to beer, “like a snowball in the face from a sexy person”, will feature two 30- and 15-second versions.

In the advert, a lady walks into a bar and orders a Canadian Club Dry. As she sips the drink, a man dressed in furs strolls over to her, and throws a snowball in her face. “You don’t get that from a beer,” she says.

The campaign will also be supported by radio, out of home, digital and a limited edition 24-pack RTD cube.

Trent Chapman, marketing director for Beam Global Australia, said: “Canadian Club is continuing to grow at a phenomenal rate, achieving double digit growth for the fifth year running in 2013.

“It’s clear that Australians are looking for an alternative to beer and we want to continue to redefine the role of dark spirits and bring new consumers into the category.”

Canadian Club is available in three RTD expressions: Canadian Club & Cola, Canadian Club & Dry, and Canadian Club & Ginger Beer, as well as on draught in 500 locations nationwide.

The brand also recently launched its RTD expressions in aluminium bottles as a “premium alternative” to cans.