Brand Report on Canadian Club

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LANCASTER UNIVERSITY MANAGEMENT SCHOOL|
Report On the Case Study Analysis on Canadian Club Whisky – The ‘Damn Right Campaign’ -| MKTG403 (2) – Consumer Behavior Dr Maria Piacentini MSc in Advanced Marketing Management 2010/11| |

Group 3: Chen-Ni-Chu,Panayiotis Papachristofilou, Matthew Poysden, Jekaterina Rindt, Dina Tulenova, Shayatri Vishwanath| December, 2010|

„Nostalgia is deeply implicated in our sense of who we are, what we are about, and (though possibly with much less inner clarity) whither we go. In short, nostalgia is a readily accessible psychological lens…for never ending work of constructing, maintaining and reconstructing our identities.“ (Davis, 1979, in Belk, 1988, p.150)|

Report on the Case Study on Canadian Club Whisky

Table of Content
1Context and Problem Definition2
2Theoretical Framework4
3Critical Issues7
4References8

Table of Figures
Figure 13
Figure 24
Figure 35
Figure 47

Abbreviations
Canadian Club| CC|
Symbolic Consumption| SC|
Target Group | TG|
Target Segment| TS|
Integrated Marketing Communication| IMC|
Consumer Behavior| CB|
| |
*

Context and Problem Definition

Canadian Club (CC) Whisky, once one of the most popular whisky brands on the US market since 1890s and a “spirit of choice for guys who enjoyed a sophisticated classic cocktail drink”, entered a period of continuous sales decline and its brand losing relevance among its target segment (TS) since the 1990s. These challenges faced by CC were driven by internal and external factors, as outlined below:

Figure [ 1 ]

Critical to the decline in brand awareness and sales was the wide disconnection between the three key factors comprised by

Considering the product’s and brand’s significant symbolic function, the two latter concepts need to be congruent and overlap with the TS’s ideal (social) self-concept for becoming relevant in the TS’s continious pursuit of “creating the self [and] to locate [him] in society” (Wattanasuwan 2005, p. 179) and consequently translate into higher brand-awareness and increased sales.

The “Damn Right Your Dad Drank It”-campaign was informed by in-depth consumer-insight generation based on method triangulation, which translated into three major campaign objectives, as outlined below: Figure [ 2 ]

Theoretical Framework

The provocative retro-style campaign released in 2008 targeted males aged 30-40, considering the values and aspirations held by this generation, building on CC’s product and brand heritage and capturing the ‘Dad’-concept as a classic image of unpretentious masculinity, as is visualized in the ad-analysis below:

Figure [ 3 ]

Analyzing the CC-campaign’s success, means to understand the TG’s wider context, their values and aspirations. Generation-Y, aged 16-35 years, is seen as “the savviest generation ever walk the planet” (Reed,2007,p.38). Shaped by the era of Internet, multimedia, historic traumas of terrorism and natural disasters, Gen-Y has “an innate ability to decode brand symbolism and iconography” (Reed,2007,p.38) thus challenging marketers in demanding relevance through appeals to their core values, lifestyle and emotions. CC managed to master the appeal through using a provocative claim, underpinning it with a memory and story-triggering campaign, involving particularly the younger segment of the TG through co-creation in developing their own “Damn Right”- posters. Raised by Baby Boomers, who used more mature and democratic ways of...
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