$5m Invested in Beam's 'Sleeping Giant'
By Andrew Starke. June 6, 2010

Beam Global Australia will reward its fastest growing spirit brand, Canadian Club, by investing over $5 million in its largest ever consumer promotion: ‘Take a Break From Beer’.

Building on the brand’s ‘Over Beer?’ campaign, ‘Take a Break from Beer’ is a tailored promotion featuring a number of integrated elements exclusive to Beam Global’s key retail partners.

The lead on-pack activity will offer consumers the chance to win ‘the ultimate break from Beer’ - a fully restored Canadian Club VW Kombi Van.

The promotion, which begins later next month (July) will see Beam Global significantly step up its investment in Canadian Club, supporting the campaign with its largest above-the-line investment to date, focusing on TV and outdoor media.

This additional support, along with the consumer promotion which includes the on-pack activity, exclusive win-in-store, gift-with-purchase and on-premise scratch kits, places the promotion in a prime position to build brand awareness and growth.

“Canadian Club pushed boundaries with the launch of the ‘Over Beer?’ campaign,” said Beam Global Australia marketing director, James Sykes.

“We were able to bring the humor of the brand to life by questioning drinking rituals and offering Canadian Club as an alternative to beer.

“We know once people try Canadian Club, they love it, so by catching people’s attention and getting them talking we have been able to generate trial and make great progress in repositioning CC as a refreshing alternative.”

Considered the ‘sleeping giant’ in Beam Global’s growing portfolio, Canadian Club is tipped to reach the one million case mark in the next 18 months, with this promotion set to play a large role in this growth by increasing brand awareness and driving trial.

‘Take a Break From Beer’ will run from 1 July through September and will be supported with ATL activity including an increased TVC media plan from July through December (digital and Pay TV) and tactical and outdoor advertising such as office/lift media, street furniture, and on and off-premise advertising.

The promotion features both on- and off-premise elements.