CLIENT
Beam Suntory
Trent Chapman, Marketing Director
Tiffany Madsen, Marketing Manager
Kristy Rathborne, Brand Manager
Michaela Lloyd Jones, Assistant Brand Manager
AGENCY
Scott Nowell, Founder/CCO
Scott Dettrick, Creative Director
Andrew Fraser, Senior Copywriter
Matthew Michael, Managing Director
Humphrey Taylor, Group Content Director
Sam Wallace, Content Director
Rebecca Barnier, Content Manager
Thea Carone, Head of Production
Jade Rodriguez, Senior Producer
Fabio Buresti, Group Strategy Director / Partner
Michael Hogg, Head of Planning
Laura McRae, Strategic Planner
SUMMARY
By treating ‘Over Beer?’ as a big culturally-provocative idea, not just a bumper sticker, Canadian Club became the catalyst for all Australians to question the unquestionable: is it time to ditch our cultural commitment to beer?
By asking ‘The Big Question’, Canadian Club took it to a whole new level, leaving the category in its dust – achieving an incremental +$35M value sales uplift year-on-year, growing drinkers at 3-times the category, delivering an ROI of $3.12 in incremental profit for every marketing dollar spent. Best of all; Canadian Club overtook Bundaberg Rum in value sales for the first time in history.
