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...