Canadian Club Whisky is reviving a promotion next month that will have consumers searching for hidden cases of the spirits, a quest that ends with an all-expense paid trip to the company’s distillery in Canada and a pocket full of cash.
The hunt begins in September in 26 U.S. markets as each week a clue is distributed via on- and off-premise locations, radio commercials and a Web site, www.canadianclubwhisky.com, to help consumers find the cases of Canadian Club. Those who find the cases become eligible to win the trip for two to the Canadian Club distillery in Walkerville, Canada, and the opportunity to compete against winners from other markets for a $10,000 prize.
On-premise, sampling of CC Manhattans and CC & cola support the events as well as coupons, T-shirt giveaways, table tents and drink cards. Off-premise sampling events will drive traffic to local events and at retail rebate coupons, bottle neckers and shelf talkers all support.
The 30- and 60-second radio spots will be heard in select markets. Billboards will appear that say “Find the Case Challenge…Here’s $10,000 reasons to start looking…Start Looking at www.canadianclubwhisky.com.” The program ends in October. Publicis handles the campaign.
During last year’s Find the Case Challenge, the Canadian Club family of brands, owned by Allied Domecq Spirits, North America, saw a 30% jump in consumption. The first such program ran from 1967 to 1981 and used magazine ads to send whisky drinkers on the hunt to find cases hidden in exotic locations.
“We are confident that this year’s program will further build awareness and continued momentum for CC among our target group of consumers, males ages 25-49,” said Canadian Club Brand Director Susan Kilgore, in a statement.
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