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Damn Right Your Dad Drank It

Home > Press > 2007 - Damn Right Your Dad Drank

Deerfield, Ill. - October 23, 2007 - Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits and wine, and Canadian Club Canadian Whisky (CC, the number two Canadian whisky in the world, unveiled the first multi-layered national advertising campaign for the brand in almost 20 years. "Damn Right Your Dad Drank It" features candid imagery from the 1960s and 1970s and provocative taglines that remind consumers that their dads were once cool, stylish and decidedly masculine - and they chose to represent these traits through their drink choice: whisky cocktails made with Canadian Club. In support of CC and its new brand platform, Beam Global is supporting the campaign with a significant increase in its advertising and promotional spend. The November campaign launch will be supported by print, out-of-home and radio advertising, experiential elements, point-of-sale items and in-market events that will continue throughout the brand's 150th anniversary in 2008.

The thought-provoking campaign challenges consumers to embrace their dads' classic masculinity, most visibly expressed through their choice to drink Canadian Club whisky cocktails. In launching "Damn Right," CC invited Beam Global employees to search through their photo albums to submit images that epitomize the campaign. Many of these photos are included in "Damn Right" campaign advertising and point-of-sale elements. In particular, the first ad execution, "Your Mom Wasn't Your Dad's First," and several point-of-sale materials feature vintage photos of a mid-late twenties Dan Tullio, Canadian Club's current global brand ambassador.

"With our iconic brand commemorating its 150th anniversary in 2008, we couldn't think of a better time to celebrate generations of CC consumers than with the launch of the 'Damn Right' campaign," said Dennis Prado, senior brand director, Canadian Club. "'Damn Right' is positioned to expose the brand to a new consumer who appreciates the notion of timeless masculinity, most importantly a masculine, classic cocktail. It signifies a vital shift for CC and we're thrilled to launch this compelling campaign."

"Canadian Club has been and continues to be one of the most widely distributed premium spirits brands in the world," continued Prado. "It is a brand with a rich history and high awareness - and Beam Global has reaffirmed its commitment to CC through its increased spend to launch the new campaign. 'Damn Right' is designed to inspire consumers to rediscover this great brand through its engaging imagery and provocative headlines."

Additional executions of "Damn Right" incorporate the intelligent humor characteristic of this campaign and include headlines such as "Your Dad Was Not a Metrosexual" and "Your Dad Never Got a Pedicure." Beginning in November 2007, consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men's Journal, Esquire, Outside and Men's Fitness in December 2007 and throughout 2008. The campaign will also be featured in spirits trade publications, radio, out-of-home media buys and viral elements.

Since Beam Global's acquisition of Canadian Club, the brand has built significant momentum. In 2006 and the majority of 2007, the brand focused its efforts on motorsports and signed with Andretti Green Racing (AGR) in the IndyCar Series as a major sponsor of the No. 27 car driven by Dario Franchitti. Franchitti won the 2007 Indianapolis 500 in dramatic fashion as well as the 2007 IndyCar Series championship.

Energy BBDO led all creative design for the "Damn Right" advertisements as well as point-of-sale collateral. In May 2007, Canadian Club hired Energy BBDO to lead the brand's repositioning in an effort to increase relevance and trial among its target audience. New York based Zenithmedia along with sister agency Moxie Interactive out of Atlanta, coordinated all print, radio, online and out-of-home media buys.

About Beam Global Spirits & Wine
Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Maker's Mark Bourbon, Laphroaig Scotch Whisky, Larios Gin, Whisky DYC, Teacher's Scotch Whisky, DeKuyper Cordials and Liqueurs, Knob Creek Bourbon, Starbucks Liqueurs and Clos du Bois Wines. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

 
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