As an Account Supervisor, I led the agency's winning pitch of the Canadian Club business with the 'Damn Right Your Dad Drank It' campaign. Our goal was to reposition CC in an effort to increase this once proud brand's relevancy and reconnect with a younger demo. Talking with consumers we learned that this brand was known at the time for one thing--that it was a spirit their dad used to drink. So we took that perceived negative and flipped it on its head...and brought back to life the notion of timeless masculinity through an engaging and provocative campaign.
