Canadian Club spills into youth market

Perception Design has created a promotional pack design for Canadian Club Whisky aimed at tempting 18- to 25-year-olds to sample what is perceived as an older consumer’s brand.

The client, Allied Domecq, briefed Perception to increase shelf impact and create a mood of energy. Perception has sought to establish ‘CC’ as what is requested over the bar rather than Canadian Club.

A shrink- wrap sleeve and a vivid pink colour against a background of black and white life-style photography is the result.

The limited run is being distributed around London’s bars, clubs and off-licences from this week.