Canadian Club’s “Hide-A-Case” Challenge
Full disclosure: I’ve never actually sampled a glass of Canadian Club whiskey. I know, that’s entirely my loss, but the shortcoming is something I have to live with at this point. Recently, though, I learned about this cool advertising campaign that CC ran throughout the 1960s and 1970s. It was called the “Hide a Case” challenge, basically a real-world treasure hunt with booze as the grand prize. Apparently CC dispatched a team of intrepid company executives around the world on a mission to bury a dozen cases of whiskey, and the locations were then published as cryptic clues in full-page magazine advertisements. This hunt hasn’t gathered too much attention online yet, although articles like this one (or this one) have helped attract at least a few new hunters. Most of the…