Canadian Club

Canadian Club was in a 17-year sales decline and wanted to be ‘cool’ again. Don’t they all? 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 work provoked national conversation. Sales turned around within a month.