Advertising
In 1967, Hiram Walker & Sons launched their "Hide A Case" advertising campaign that involved enticing drinkers to seek out cases of Canadian Club that had been hidden at exotic locations throughout the world. Locations included Mount Kilimanjaro, Angel Falls, Mount St. Helens, and the Swiss Alps. The Mount Kilimanjaro case was not discovered until a Dutch journalist happened upon it in the mid-1970s. A small number of cases, such as one hidden above the Arctic Circle, were never found.
The first "Hide A Case" campaign officially ended in 1971, and a second was started in 1975. This campaign used cases hidden in locations intended to be easier to access, such as in Death Valley and on top of a skyscraper in New York City. This second advertising campaign ended in 1981; between it and the first effort, a total of 22 cases were hidden and at least 16 recovered.
The "Hide A Case" campaign was revived in 2010. According to the contest website, there is a $100,000 grand prize, among other prizes, for the contest's latest incarnation.
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Famous quotes containing the word advertising:
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—Ellen Goodman (b. 1941)
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