Carlton & United Breweries: How being stupid was sensible for Carlton Dry
Campaign details
Agency: Clemenger BBDO MelbourneAdvertiser: CUBAuthor: Matt Pearce and Michael DerepasTotal campaign expenditure: $2 - 5 million
Executive summary
Carlton Dry was a shining light for CUB, growing in a declining domestic category, and outpacing direct competitors.
However, with 'masstige' taking full effect and imported brands selling for similar price points, the brand was under serious threat from the likes of Corona. Instead of playing to their strengths and injecting more aspirational codes, we championed the opposite. 'Hello Beer' helped...