After decades of decline, I reinvigorated the Canadian Club brand by identifying a new target consumer and delivering a platform that would resonate to help revitalize the brand.

I worked with on- and off-premise teams, distributors, and agency partners to launch a 360-degree multi-tiered program, including onsite poker events, celebrity spokesperson, national PR, a micro-site for events and results, and incremental off-premise placement for the brand.

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