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Canadian Club(R) Whisky tells consumers: "Damn Right Your Dad Drank It"(TM)
[November 07, 2007]

Canadian Club(R) Whisky tells consumers: "Damn Right Your Dad Drank It"(TM)

(Canada Newswire English Via Thomson Dialog NewsEdge) Attention Beverage and Consumer Media

First Multi-Layered Advertising Campaign for the Whisky Brand in more

than two years

- Bringing Masculinity Back to Cocktails -

TORONTO, Nov. 7 /CNW/ - A new advertising campaign from Canadian Club (CC) Whisky is urging men to reclaim their masculinity after years of being subjected to trendy, martini-style fruity cocktails. The campaign, entitled "Damn Right Your Dad Drank It," features retro imagery from the 1960s and 70s, with provocative taglines that remind consumers that their dads were once the epitome of cool, style and unabashed masculinity - and that they chose to represent these traits through their drink of choice: whisky cocktails made with Canadian Club.

In support of CC and its new brand platform, Beam Global Spirits & Wine Inc. (Fortune Brands, Inc. (NYSE:FO)), a world-leader in premium spirits and wine, is supporting the campaign with a significant increase in its advertising and promotional spend. Beginning in November, the campaign includes consumer print, out-of-home and radio advertising, experiential and viral elements, point-of-sale items and in-market events that will continue throughout the brand's 150th anniversary in 2008. Print ads will run in Maxim, Toronto Life, NOW and Eye Weekly magazines, with placements in other key publications throughout 2008.

Sparked by the brewing backlash against a dandy-and-delicate spate of cocktails that have overstayed their welcome, "Damn Right" challenges consumers to embrace their dads' classic masculinity, with humorous taglines such as "Your Dad Never Tweezed Anything," and "Your Mom Wasn't Your Dad's First." In launching "Damn Right," CC invited Beam Global employees, as well as employees of Maxxium (the distributor of Canadian Club in Canada), to search their photo albums and submit images that epitomize the era. Many of these photos are included in "Damn Right" 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 20s Dan Tullio--Canada's own, and Canadian Club's current global brand ambassador.

"This is the most exciting brand communication for Canadian Club in years," says Dorene Wharton, Global Brands Manager, Canada, Beam Global Spirits & Wine Inc., "It is anchored in a sentiment that resonates with all our consumers; people who appreciate the notion of timeless masculinity embodied in a masculine, classic cocktail." Wharton adds the "Damn Right" idea tested extremely well in Canada with consumers in their mid-20s, as well as those 30 and over. "A drink that brings masculinity back to the cocktail is something they've all been waiting for," Wharton says.

"Canadian Club has been and continues to be one of the most widely distributed premium spirits brands in the world," Wharton adds. "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."

About Canadian Club


Canadian Club(R) has been one of the world's favourite Canadian whiskies for more than 140 years and has set the standard for great whisky. It's a smooth satisfying taste that never goes out of style. Canadian Club(R) offers a wide range of products to suit your palate, from the original Canadian Club(R) Whisky that started it all in 1858 to the exquisite blend of C.C. Sherry Cask.

About Maxxium Canada


Maxxium Canada is the Canadian division of Maxxium Worldwide BV, a global spirits and wine distribution group operating in over 35 countries and covering more than 60 worldwide markets. Maxxium's portfolio includes some of the most well-known premium brands: Sauza Tequila, ABSOLUT Vodka, Level Vodka, Rmy Martin Fine Champagne Cognac, Cointreau liqueur, Canadian Club Whisky, The Macallan and Highland Park Single Malt Scotch Whiskeys, Alberta Premium Whisky, Bols Liqueurs, and various wines such as Clos du Bois, Cono Sur and KWV. Maxxium's head office is in Amsterdam, The Netherlands. For more information, visit

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 Sauza(R) Tequila, Canadian Club(R) Whisky, Jim Beam(R) Bourbon, Maker's Mark(R) Bourbon, Starbucks Liquors(TM) and Clos du Bois(R) 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 and

and campaign images, or to set up an interview with Beam Global's Dorene Wharton, please contact: Paul-Mark Rendon, LexPR Canada, (416) 542-9140, ext. 3365, [email protected]

Copyright 2007 Canada Newswire Ltd. All Rights Reserved.

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