Damn Right Your Dad Drank It

Canadian Club was in a 17-year sales decline and wanted to be ‘cool’ again. But it was a time of martinis and cosmos. and nobody drank bourbon. We hung out at bars and learned that the obstacle was people’s memories of their pot-bellied dads drinking CC. So before we could redefine the brand, we needed to redefine your dad. This was a pre-Mad Men time. How men lived and drank in the early ’60s wasn’t in culture. The strategic shift and the work provoked national conversation, articles, opinion pieces. Sales rose 7% within months. And when Mad Men aired, they gave our brand free placement.

D&AD, Cannes, Andy, Effie Brand Renaissance Gold, Art Directors Club, Archive’s Best Campaigns of the Last 25 Years

CD/AD: Jason Stanfield. Designer: Jason Hardy.