Carlton Draught: Beating the mainstream squeeze

Sam Mackisack and Michael Derepas

Carlton Draught was facing a number of challenges, including a declining beer market in Australia, a doubling of the number of beer brands in a three-year period and severe price discounting in the imported beer category.

Carlton Draught: Beating the mainstream squeeze

Agency: Clemenger BBDO Melbourne

Advertiser: Carlton & United Breweries – Carlton Draught

Author: Sam Mackisack and Michael Derepas

Total Campaign Expenditure:$2 – 5 million

Strategic communications challenge

It's not easy being a big, old-school brand in a category that is rapidly proliferating, dropping price and shrinking.

In the 20th century, it was simple; a handful of traditional Australian beer brands (including Carlton Draught) controlled close to the entire market.

In the mid '90s, brand proliferation began. Imported brands at a premium price point emerged, and began to capture...

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