CLIENT
Beam Suntory
1. Trent Chapman - Marketing Director ANZ
2. Stephanie Jericevich - Group Marketing Manager
3. Michaela Lloyd-Jones - Brand Manager
4. Kristy Rathborne - Group Marketing Manager
AGENCY
1. Fabio Buresti - Chief Strategy Offcer
2. Hugh Munro - Head of Planning
3. Scott Dettrick - Creative Director
4. Henry Bilsoni - Strategic Planner
5. Mark Green - Co-founder & Group CEO
6. Ben De Castella - Business Strategy Director
SUMMARY
Few brands can directly challenge a defining part of Australian culture and win.
This is the story of the three most successful years in Canadian Club’s history, where sales went in the words of our distributor, “gangbusters”.
Through a disciplined commitment to a provocative strategy and consistent creative approach, we struck at the heart of Australian beer drinking culture, returning Canadian Club back to growth.
By liberating Australians from the cultural obligation to drink beer, Canadian Club unleashed its true growth potential, amounting to a phenomenal incremental revenue.
