Beam Global’s Canadian Club whisky is partnering with the Movember Foundation an organization created to raise funds and drive awareness about prostate cancer for a promotion that encourages men to grow and groom a “Mo”—Australian slang for moustache—in November.
The brand is challenging consumers Beam Global employees and distributor partners to grow the best moustache and raise money for the Movember organization.
Brian Stockard Canadian Club brand manager told Buzz that the organization is a good fit for the brand because “we’re talking to the same group of guys guys that are in their late 20s and early 30s. It’s a great way for us to do something for our consumer.”
Participants in the challenge—called “Mo Bros”—start clean-shaven on Nov. 1 and grow a moustache throughout the month while collecting donations for the Prostate Cancer Foundation of America. Women can participate as “Mo Sistas ” and help by fundraising and recruiting others to participate.
Canadian Club is incorporating the promotion into on-premise events currently supporting the brand’s Damn Right campaign. Moustache drink stirrers mirror clings t-shirts booklets highlighting the partnership and cause and a specialty cocktail the Burgundy will be featured at the Damn Right events.
The month of “Movember” will culminate with gala parties in Aspen CO; Chicago; Los Angeles; New York City; San Diego and San Francisco. Mo Bros and Mo Sistas who raise more than $100 will be invited to attend and the brand will take vintage Mo photos and create Damn Right ads for all Mos to commemorate their Movember experience.
To participate men can register at canadianclub.com and create a profile to showcase their Mo-growing efforts and collect donations for the Prostate Cancer Foundation of America.
Internally Beam Global is challenging at least 150 employees and partners to grow Mos and raise $60 000 throughout the month of November. The Beam Global Mo who raises the most money will receive a trip to the Playboy mansion. To support of the program several members of the Beam Global executive team have committed to growing a Mo including global cmo Rory Finlay.