Carlton & United Breweries: How Carlton Mid became a Queensland local

Sam Mackisack

Carlton Mid took on larger rival XXXX Gold in in the Australian state of Queensland with this campaign, which was based around fishing: Carlton tagged hundreds of fish across the state, with each tag worth a share in A$100,000 cash.

Carlton & United Breweries: How Carlton Mid became a Queensland local

Agency: Clemenger BBDO & Proximity, Melbourne

Advertiser: Carlton & United Breweries

Author: Sam Mackisack

Total Campaign Expenditure: $1-2 million

STRATEGIC COMMUNICATIONS CHALLENGE

Queensland's warm climate and long summer days make it a perfect midstrength market. Drinkers can have a few beers and still feel in control, safe in the knowledge that they'll be able to get up for work the next day. It also helps long drinking sessions at the beach or the cricket from becoming excessive.

Carlton Mid entered the Queensland beer market in...

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