Some twenty years ago, General Motors' Oldsmobile Division attempted to get you to buy one of their cars with the advertising campaign, "This is Not your father's Oldsmobile...." Of course, that campaign didn't work since there are no more new Oldsmobiles.
Today, Canadian Club is putting that advertising spin in reverse with the campaign slogan: "Damn right your Dad drank it." The campaign aims to get men 25 to 40 to identify with their fathers' lives back in the 1960s.
The provocative headline, "Your Mom wasn't your Dad's first," is supposed to celebrate the moment "when a son realizes his Dad is a regular guy," says Marty Orzio, creative chief at ad shop Energy BBDO. Other taglines are: "Your Dad was Not a Metrosexual" and "Your Dad never got a Pedicure." Consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men's Journal, Esquire, Outside and Men's Fitness in December 2007 and throughout 2008.
Canadian Club sells about 3 million cases yearly, with 1.3 million sold domestically.