Carlton & United Breweries: Carlton Dry Dreams
Clemenger BBDO Melbourne
SUMMARY
Being a meaningful young male culture brand can be a difficult task. In Australia, in the world of beer marketing, you have a natural advantage by being in a category that young guys already love, and that signals a wealth of positive associations. But over the last ten years a sort of marketing gold rush has occurred in this market with the emergence of ‘new world’ beers – easy drinking, modern alternatives to the more traditionally masculine beer brands.
Carlton Dry has been playing in this market for a...