Hidden Booze Treasure Ad Campaign

Jason Torchinsky is a guest blogger on Boing Boing. Jason has a book out now, Ad Nauseam: A Survivor's Guide to American Consumer Culture. He lives in Los Angeles, where he is a tinkerer and artist and writes for the Onion News Network. He lives with his partner Sally, five animals, too many old cars, and a shed full of crap.


I'm more used to being a critic of advertising, but I have to admit, I kind of like this old late 60s-early 70s ad campaign/stunt for Canadian Club whiskey. The idea is really simple: the company hid cases of the whiskey in remote locations throughout the world, and daring go-getter boozehounds with, I imagine, a good bit of disposable income, would go off in hunt of them. The ad I have here describes one at the bottom of Devil's Backbone Reef in the Bahamas. Here's an old article about it, too.

Incredibly, as improbable as it would seem that a company would be allowed to just leave around cases of alcohol in our modern, fussier time, it looks like the contest was revived, in 2004, but they were in U-Hauls, which makes it lots less fun.

Information about the event is a bit scant online, but I did find this one very, very informative comment:

In 1967, Hiram Walker and its advertising agency began hiding cases of Canadian Club Whiskey around the world. In all, 22 cases were hidden and 5 remain hidden to this day. The 5 remaining cases were hidden: 1) At the North Pole; 2) In Lake Placid, NY; 3) In The Yukon Territory of Canada; 4) On Robinson Crusoe Island off the coast of Chile; and 5) In Ujiji. Of the 5 remaining cases, those in Lake Placid, The Yukon, and Chile have clues which are at best vague. Those cases will most likely never be found. Of the 2 other cases, both the North Pole clues and the Ujiji clues were quite specific. The North Pole clues included Longitude and Latitude, Minutes and Seconds. Unfortunately, due to its location, it most likely sank into the snow long ago. The Ujiji case remains the strongest candidate as to its potential discovery. If anyone is interested in learning of the Ujiji hidden case of Canadian Club whiskey, contact me @ james.willhoft@gte.net

Wow! There's still 5 cases out there! I actually found a few other similar posts about the remaining 5 cases, signed by a "James W." Man, this guy really, really wants those weathered old cases of hooch. Maybe it's time to get up an expedition of discriminating drunks with lots of frequent flyer miles to burn, or willing to take up a collection and get poor, obsessed James a case of his own.