Carlton & United Breweries: Carlton Dry Dreams

The Carlton Dry Dreams campaign ran in Australia from late 2009 to early 2010. The brand wanted to build a long term relationship with the younger generation of the beer drinking market, to complement their growth as a brand for all ages.

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...

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