Canadian Club Whisky
2012 // Spec Work // Advertising Design
Launch Canadian Club Whisky in the European market.
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.
By positioning the product within pieces of art reminiscent of famous styles and artists throughout history, Canadian Club has the opportunity to gain relevance to its international demographic. I structured the ads to appear as if they were snapshots of moments in an art gallery, which is a piece of imagery that is very common to culturally versed and sophisticated Europeans.With the format of this campaign, there is a flexibility for the creation of more ads that stick with the same approach.