1. Campaign Title and time/date of the campaign: Canadian Club: Repositioning a Dormant Brand in 2007. 2. Situation Analysis:
As we saw: The decline in sales was attributed to several factors including frequent changes in ownership, erosion of the brand value of CC, the entry of new brands in the market, change in consumers’ preference for vodka-based drinks, etc. According to industry observers, one of the major factors that contributed to the drop in sales was low brand awareness among customers, especially the younger generation. A shrinking advertising budget and weakening of marketing efforts had resulted in consumers forgetting the CC brand, experts pointed out. Moreover, from being ranked among the top ten spirits in the world in terms of sales in 1985 to reaching 36th position in 2007 showed that the brand needed a revival, according to them. The weak postion was attributed to the decline in CC’s quaartely sales over a period of 17 years. To add to its troubles, its arch-rival, Crown Royal captured CC’s former place in the top ten spirit brands in the world. 3. Campaign Goal: While the goal is to increase the sales of alcohol. It was very clear and relevant. 4. Campaign Publics: What were the publics this campaign targeted? Were they segmented? How? What would you do differently with regard to targeting and segmenting of publics?
The campaign targeted younger males other than the traditional 40-plus consumers. Then essence of the campaign was to “to tap into a quest some men go on to rediscover a little old-school masculinity, the kind that was more in fashion30 or 40 years ago than it is today---cigars, a drink after work, dressing up for a meeting instead of dressing down, cuff links, and all that.” 5. Campaign Objectives: What were the objectives established in this campaign? Are the clearly stated? Would you have the same