The Official Drink of Unofficial Clubs

Refreshing an iconic brand isn’t easy. We created a new platform only Canadian Club could claim: The Official Drink of Unofficial Clubs.

A campaign celebrating the unexpected, “unofficial” groups Canadians actually belong to.

We made Canadian Club the sponsor of these clubs – bound by quirks, obsessions, memes and inside jokes. The multi-year platform launched with a practical-effects hero spot celebrating some oddly specific tribes, then rolled out across TV, social, OOH, shopper and culturally-tuned sponsorships nationwide.

The results?

Favourability climbed, especially with younger Millennial and Gen Z audiences. Social engagement beat benchmarks, and retail partners adopted the campaign in POS, with high-visibility placements for trial of new RTD flavours.