Carlton Draught: How Traditional Advertising Helped Build Love For a Traditional Beer

Australian beer brand Carlton Draught was in a declining category, faced with price pressure, burgeoning competition and changing consumer preference.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands