Being like Dad isn’t a bad thing

April 1, 2008

Canadian Club received $3.5 million on measured media last year, 91% of which came in magazine advertising in November and December, after the 'Damn Right' campaign launched.I’ve been a huge fan of the new Canadian Club campaign ever since it broke a few months ago.  According to the latest article from AdAge, it appears I’m not the only one.  The campaign, under the tagline of “Damn Right Your Dad Drank It” has helped Canadian Club reverse one of the longest declines in the spirit industry.  From the article, “case volume of Canadian Club in food, drug and liquor stores rose 4.4% in the 13 weeks ending March 8.”  This is after case shipments went from 3.9 million in 1980 to 1.5 million in 1995 and further down to 1.3 million last year.

In my eyes, the success of this campaign shouldn’t be a surprise to anyone that knows Gen Y/Millenials.  For younger consumers (ie the 21 to 30 set this campaign goes after), being like your dad isn’t a bad thing.  Family is more important to this generation of consumers than ever before and dad is a role model, not an old guy.  In fact, doing something your father did isn’t a bad thing, especially when you think about your dad as a cool young guy that enjoyed life.  Canadian Club got it right on this one with their new generation of consumers.


Weekly Round-Up 3-19-2008

March 19, 2008

Lots of great stuff around this week.  Here are some of the highlights:

  • Is the Agency Model Broken?:  I’ve had this debate/discussion with several of my agency friends.  I’ll write more on my opinion this weekend but great post to get you thinking.
  • The conversation at AdAge goes digital: I was really interested in how Twitter exploded at SXSW the other.  It seems that things are going the same way at the conferences this week.  This stuff interested me enough that I am going to give Twitter a shot to see what all this buzz is about.
  • Give Up Owning the Brand:  Love this.  Great advice for brands when thinking about Youth Marketing.
  • Facebook about to pass MySpace in worldwide traffic:  Very interesting.  “Facebook continues to close rapidly on MySpace’s visitor total: At 100.7 million uniques in January, Facebook is now just about 8% smaller than MySpace’ 109.3 million. A year ago, MySpace’s worldwide lead was nearly 4x.”