Effies
Australia
How being stupid was sensible for Carlton Dry
Agency
Clemenger BBDO Melbourne
Client
Carlton & United Breweries
Awards
Silver
Beverages
Case Study
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 let young guys off the hook and proudly hung its hat on the stupidly inventive stuff that mates get up to when together.
Above all realistic expectations the campaign contributed an incremental $8.1million and grew YOY sales by 22.75%.
Case study
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Credits
| Managing Partner | Paul McMillan | ||||||||
| Account Director | Nick Darrigan | ||||||||
| Account Executive | Chris Baker | ||||||||
| Author / Planning Director | Michael Derepas | ||||||||
| Author / Planner | Matt Pearce | ||||||||
| Creative Chairman | James McGrath | ||||||||
| Executive Creative Director | Ant Keogh | ||||||||
| Senior Creative | Nic Buckingham | ||||||||
| Senior Creative | Russell Fox | ||||||||
| Executive Producer | Sonia von Bibra | ||||||||
| General Manager of Marketing | Andrew Meldrum | Carlton and United Breweries | |||||||
| Marketing Manager | Michael McKeown | Carlton and United Breweries | |||||||
| Brand Manager | Robin Elder | Carlton and United Breweries |