Canadian Club is currently in a renaissance as a brand. The drink is iconic in pop culture, appearing in television series such as “Mad Men” and “Boardwalk Empire.” It can be stated that the perceived style and sophistication make this whiskey synonymous with classical styles of the 1920’s – 1960’s. The brand’s user value proposition will rely mostly on Perceived values to sell the product.
Based on these unique selling features, and user value proposition, I worked with the message that Canadian Club is a masterpiece. Since the product would be launched in Europe, which is hailed for it’s rich and extensive art history, I felt it would be a good idea to draw parallels between the product itself, and famous masterpieces of art.