Report Within the Case Study Research on Canadian Club Whisky – The ‘Damn Correct Campaign' -| MKTG403 (2) – Client Behavior Dr Maria Piacentini MSc in Advanced Advertising 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 could, what we happen to be about, and (though probably with much less inner clarity) whither we go. To put it briefly, nostalgia is actually a readily accessible psychological lens…for never ending function of creating, maintaining and reconstructing each of our identities. " (Davis, 1979, in Belk, 1988, g. 150)

Statement on the Case Study on Canadian Club Whisky

Table of Content

1Context and Problem Definition2

2Theoretical Framework4

3Critical Issues7


Desk of Numbers

Figure 13

Figure 24

Figure thirty five

Figure forty seven


Canadian Club| CC

Symbolic Consumption| SC

Focus on Group | TG

Goal Segment| TS

Integrated Marketing Communication| IMC

Consumer Behavior| CB



Circumstance and Trouble Definition

Canadian Team (CC) Bourbon, once probably the most popular whisky brands for the US marketplace since 1890s and a " spirit of choice for guys who have enjoyed an advanced classic beverage drink”, came into a period of continuous sales decline as well as its brand burning off relevance between its goal segment (TS) since the nineties. These issues faced by simply CC had been driven simply by internal and external factors, as outlined below:

Physique [ 1 ]

Crucial to the decrease in company awareness and sales was your wide disconnection between the three key elements comprised by simply

With the product's and brand's significant symbolic function, the two last mentioned concepts have 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 personal [and] to find [him] in society” (Wattanasuwan 2005, l. 179) and consequently translate into bigger brand-awareness and increased sales.

The " Really Right Your Dad Consumed It”-campaign was informed simply by in-depth consumer-insight generation based upon method triangulation, which translated into 3 major plan objectives, because outlined beneath: Figure [ 2 ]

Theoretical Structure

The attention grabbing retro-style plan released in 2008 targeted guys aged 30-40, considering the values and dreams held by this generation, building on CC's product and brand heritage and capturing the ‘Dad'-concept as a traditional image of unpretentious masculinity, as is visualized inside the ad-analysis below:

Determine [ 3 ]

Studying the CC-campaign's success, ways to understand the TG's wider context, their ideals and aspirations. Generation-Y, older 16-35 years, is seen as " the savviest generation at any time walk the planet” (Reed, 2007, g. 38). Formed by the age of Internet, multimedia system, historic shock to the system of terrorism and natural disasters, Gen-Y has " an inborn ability to decode brand symbolism and iconography” (Reed, 2007, p. 38) thus demanding marketers in demanding significance through appeals to their main values, lifestyle and feelings. CC was able to master the appeal through using a attention grabbing claim, underpinning it using a memory and story-triggering advertising campaign, involving specially the younger section of the TG through co-creation in producing their own " Damn Right”- posters. Raised by Middle-agers, who utilized more mature and democratic techniques for...

References: Belk, RW, 1988, ‘Possessions plus the Extended Self', Journal of Consumer Research, Vol. 12-15, 139-167.

Alternativt A. " A Chicago, il Ad Company Spurs Controvercy with a Valiente Campaign for Suburban –Based Canadian Club”,, June 5-11, 08.

Grubb, EL & Gratwohl, HL, 1967, ‘Consumer Self-Concept, Symbolism and Market Tendencies: A Assumptive Approach', The Journal of Marketing, Vol. 23, No . 5, pp. 22-27.

Hewlett, SA, Sherbin, M & Sumberg K, 2009, July-August, ‘How GenY & Boomers Will certainly Reshape The Agenda', Harvard Business Review, p. 73.

Jewell, RD, 2007, ‘Establishing Effective Repositioning Communications within a Competitive Marketplace', Journal of Marketing Communications, Vol. 13, Number 4, 231-241.

Reed C, 2007, Feb, ‘What makes ‘Y' tick', Brand Technique.

Reisenwitz, T H, Iyer, R, 2009, ‘Differences in Generation Back button and Generation Y: Significance for the Organization and Marketers', The Advertising Management Journal, Vol. 19, Iss. 2 .

Samanta, M & Faheem, H, 2010, ‘Canadian Golf club: Repositionig a Dormant Brand', ICMR Centre for Administration Research, ECCH the case to get learning. 1-19.

Solomon, MISTER, 1983, ‘The Role of goods as Sociable Stimuli: A Symbolic Interactionism Perpsective', Journal of Buyer Research, Volume. 10, 319- 329.

Wattanasuwan, K, 2005, ‘The Home and Representational Consumption', The Journal of yankee Academy of Business, Cambridge, 179-184.

Welsh, M J, Brazina, PUBLIC RELATIONS, 2010, Land, ‘Gen Y Anatomy Lessons: They are Certainly not Alien, Merely Different', Philadelphia CPA Log, online records.


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