In my final project for my Advertising Design course, the class was tasked with creating a series of ads for a Canadian product to be sold internationally, specifically int he European market.
I chose to sell the classic, Canadian Club Whisky. Given that Canadian Club whiskey once held a high market share internationally compared to today, and recent boost in popularity of Canadian Club Whisky via popular culture, I feel that there is an opportunity to re establish the CCW brand internationally.
Canadian Club offers a sophisticated and critically acclaimed product in their 6 year old / Club Premium Whiskey. The whiskey itself is made from high quality and natural ingredients, and is aged 3 years. The product itself also has a long and proud history throughout the the 60’s and 70’s, and the time of prohibition in America. The product has internationally been hailed as a high quality whiskey, and a proudly Canadian product. These aspects factually prove the worth of the product itself, implying that the product never got worse, it simply lost its presence in the marketplace.
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 UVP will rely mostly on Perceived values to sell the product, as the actual values (taste, high quality, age) are almost expected and do not differentiate CC in the international market.
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.
Here is the result:
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.
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