Carlton Draught: How Traditional Advertising Helped Build Love For a Traditional Beer
Agency: Clemenger BBDO MelbourneClient: Carlton & United BreweriesProduct: Carlton Draught
Objectives
Carlton Draught is the number 1 tap beer in Australia, and one of the top 5 brands overall1. In recent history, it has successfully maintained growth despite the beer category declining. Part of this success has been due to its 'Made From Beer' advertising campaign, which has given this very traditional Aussie brand relevance and meaning in the modern world.
In August 2010, on the eve of this campaign, Carlton...