Carlton Draught – Drop the Bomb
Agency Clemenger BBDO Proximity – MelbourneAdvertiser Carlton & United BreweriesAuthor Michael McKeown & Paul Rees-JonesTotal Campaign Expenditure $1 - 2 million
The challenge for Carlton Draught was to bridge the ‘two worlds’ of the evolving Australian beer market, the ‘old world’ of traditional mainstream beers and new ‘modern world’ of domestic sub-premium, premium and import offerings, and in doing so grow sales in this highly competitive, increasingly saturated category. All this in a more regulated retail environment.
Over the past decade Carlton Draught had grown substantially to...