CLIENT
Beam Suntory Australia
Trent Chapman Chapman, Marketing Director ANZ
Stephanie Jericevich, Group Marketing Manager
AGENCY
Mark Green, Co-founder & Group CEO
Fabio Buresti, Partner & Strategy Director
Matthew Michael, Managing Director
Vince Lagana, Executive Creative Director
Scott Dettrick, Creative Director
Scott Zuliani, Senior Art Director
Henry Bilsoni, Strategic Planner
Scott Nowell, Co-founder & Group Chief Officer
The Sweetshop (Australia)
Edward Pontifex, Managing Director Australua
SUMMARY
By asking "Who Made Beer The Boss of Summer" as a culturally-provocative idea, Canadian Club became the catalyst for all Australians to question: is it time to ditch our cultural commitment to beer? By asking ‘The Question’, Canadian Club left the category in its dust – achieving an incremental +$___M value sales uplift year-on-year, growing drinkers at 3-times the category, delivering an ROI of $____ 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.
