Fuel has worked alongside Canadian Club for the past 12 years.

We have been involved in everything from concept development and design of POS suites, through to management and execution of large activations. We have worked with Canadian Club to develop national consumer promotions, retailer specific on & off premise activity and proximity awareness programs. Not only do we manage the promotions, we also establish and execute the promotion mechanics, source prizes with our prizing partners and develop websites used both for promotional entries and online stores for redemption campaigns.

One such promotion we have managed from its inception is the popular C.C. Bad Sweater Campaign. We conceptualised the idea for an ‘ugly sweater’ promotion back in 2015, and due to its overwhelming popularity with consumers, it has been run every year since. The Bad Sweater pattern has become part of Canadian Club’s brand identity, with hats, beanies, socks, 3-person sweaters and even esky’s emblazoned with the pattern.

In addition to promotional campaigns, we also work with the C.C. Team to develop brand & lifestyle photography, bottle photography, social media content, point of sale & ambient display development.