Canadian Club releases integrated campaign to hail the best of winter

Canadian Club has launched an integrated campaign to help Australians experience the best of winter.

The announcement:

Following an incredible start to the Australian ski season, Canadian Club, which has the highest number of Dark RTD drinkers in Australia, has this week launched an integrated campaign to help Aussies experience the best of winter.

From the brand that’s ‘born in the winter’, the campaign is aptly led by Canadian Club’s six-year partnership with First Base events at Thredbo, along with a major consumer competition, ambassador and paid media partnerships and the return of the iconic Bad Sweater on-pack promotion for its eighth year.

Canadian Club has once again extended its partnership with Thredbo Alpine Village to sponsor the three-part First Base après ski party series. Having been a sponsor since the event’s inception, this year’s gigs are slated for 23 July, 20 August, and the finale on 3 September, with the announcement of The Jungle Giants (DJ set) as the headline act for the September gig.

CC is encouraging consumers to get involved with two types of CC Snow Parties up for grabs. Entrants can go in the competition to win an amazing trip to Thredbo for themselves and three mates. The major prize includes accommodation, ski passes and rentals, plus access to the First Base finale event on 3 September ft. The Jungle Giants (DJ set).

Canadian Club is extending the fun with a runner-up promotion, offering a ‘CC Snow Party at Home’ pack featuring everything you need to bring the après ski celebrations to life at home. Runner-up packs include a snow machine, DJ decks and speakers, icy cold CCs and enough Bad Sweaters to go around. The brand is also shouting winners an Uber voucher (for food or getting mates home safely) and a cleaner to handle the dirty work the next morning.

Rounding out the winter activities, Canadian Club’s hugely popular annual Bad Sweater giveaway returns for its eighth year. This year it expands beyond the 24-pack cube format to both CC & Dry & CC & Zero Sugar Dry 10-packs; upping the prize pool to reward 15,000 lucky CC shoppers with their very own CC Bad Sweater, the key accessory to any snow party this winter.

The brand enters the winter season hot off the heels of its successful summer program, including the successful launch of CC Soda & Lime as the #1 Dark RTD launch in the Australian market in 2021. Australia was the first market globally to launch the lower-in-sugar, deliciously flavourful alternative for those seeking out new and lighter drink options.

Source: Liquid Ideas