Canadian Club & Dry asks ‘who made beer the boss of summer?’ in new work via The Monkeys

Challenging the notion that beer is the only acceptable drink to have in summer, Canadian Club & Dry has released ‘Who Made Beer the Boss of Summer?’, an integrated campaign via The Monkeys, part of Accenture, that aims to liberate Aussies by offering them a refreshing alternative to beer.

The campaign builds on the success of the first instalment of ‘The Big Question,’ which delivered Canadian Club’s best year on record; elevating Canadian Club as the largest contributor to 2018 spirit category growth*. The second instalment, tailored to Australia’s love affair with beer over summer, continues the brand’s Over Beer strategy.

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Countering Australia’s beer drinking culture, ‘Who Made Beer the Boss of Summer?’ and its refreshing alternative message, continues to see Canadian Club challenge the perception of dark spirits and makes consumers question the often default choice made with beer.

Says Vince Lagana, executive creative director, The Monkeys: “We wanted to build on the success of the last campaign and turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best. Once again, Canadian Club & Dry challenges Aussies to embrace an alternative drink.”

Says Trent Chapman, marketing director ANZ, Beam Suntory: “Canadian Club & Dry’s success shows there is something in challenging the conventional wisdom of beer. This insight rings true all the way to Canada where The Big Question creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club & Dry to Canadians.”

The campaign is set to run across broadcast TV, print and out-of-home advertising.

Client: Beam Suntory

Music: SongZu