Corby `revitalizes’ CC

A major, cross-border repositioning campaign is under way for Canadian Club as the best selling rye whisky in Canada seeks a younger generation of drinkers.Chris Chan, marketing director of spirits for Corby's Distilleries, says Canadian Club is undergoing a 'significant repositioning'...

A major, cross-border repositioning campaign is under way for Canadian Club as the best selling rye whisky in Canada seeks a younger generation of drinkers.

Chris Chan, marketing director of spirits for Corby’s Distilleries, says Canadian Club is undergoing a ‘significant repositioning’ from its traditional ‘bottle, glass, quality, heritage’ advertising, which spoke well to cc’s existing franchise, but did nothing to attract younger consumers.

‘It was necessary to revitalize and rejuvenate the brand, basically make it more appealing and more contemporary to an 18- to 30 year old group,’ Chan says.

The global ad campaign, which broke in Canada mid-month and in the u.s. in October, is a first for the 136-year-old brand, distilled by Hiram Walker in Walkerville, Ont. and distributed by Montreal-based Corby’s.

Chan says that in the past, the company’s various markets were considered sufficiently different to warrant separate campaigns.

But, with free trade, continental business operations and other commonalities, the decision was made to pursue a single brand image.

Central to the campaign are print ads that use graphic interpretations of the cc bottle and the ‘club’ part of the brandname.

There are six ‘club’ ads in all.

The Ski Club advertisement, for example, has a cc bottle bandaged up in a plaster cast and ‘Tough Break!’ written on it.

In the u.s., the campaign broke in such magazines as People, Playboy, Rolling Stone and Sports Illustrated.

In Canada, full-page, full-color ads are slated for such titles as Saturday Night, Western Living, Maclean’s, Canadian Workshop, Outdoor Canada and Toronto Life.

Out-of-home advertising to support the print component comprises billboards in Toronto, Calgary and Edmonton, and transit shelters in Toronto. The campaign closes at the end of February.

The new brand marketing thrust will also include increased promotional and event marketing activities.

cc recently signed a sponsorship deal with the Canadian Rugby Union as the national team gears up for games in England, France and Italy in December, and the Rugby World Cup next May and June in South Africa.

The deal is for two years with the option to renew for three more.