‘Dry Dreams’ – "How liberating Gen Y'ers useless dreams made the fickle commit"
Agency Clemenger BBDOAdvertiser Carlton United BreweriesAuthor Sam Mackisack & Michael DerepasTotal Campaign Expenditure $2 - 5 million
Carlton Dry needed to continue to build a long term relationship with the younger segment of the beer-drinking market, i.e. 18-25 year olds. This meant balancing brand respect with fast paced growth, as visible growth tends to lose you respect and accelerates lifecycle decline with an increasingly fickle and over-stimulated younger generation.
On one hand growth and popularity gives you visibility, which provides...