Case History Database

Carlton Draught‟s „Drop the Bomb‟ successfully bridged the gap between the „old world‟ of traditional mainstream beers where the brand had so comfortably resided and the „new world‟ of more modern beers that were so rapidly encroaching on its space. By dropping an old „bomb‟ out of a plane at 14,000ft we took a beer with a pedigree for standing out to new heights, quite literally, and created an interactive sales promotion idea that not only captured the imagination but delivered a +19.3% year on year sales result over the promotional period with a 130% return on investment.

	Executive Creative Director		James McGrath		Clemenger BBDO Proximity, Melbourne
	Creative Director		Ant Keogh		Clemenger BBDO Proximity, Melbourne
	Planning Director		Paul Rees Jones		Clemenger BBDO Proximity, Melbourne
	Senior Planner		Mike Derepas		Clemenger BBDO Proximity, Melbourne
	Group Account Director		Paul McMillan		Clemenger BBDO Proximity, Melbourne
	Author/ Account Director		Michael McKeown		Clemenger BBDO Proximity, Melbourne
	Account Manager		Sam Mackisack		Clemenger BBDO Proximity, Melbourne
	Executive Producer		Sonia Von Bibra		Clemenger BBDO Proximity, Melbourne
	Producer		Jason Byrne		Clemenger BBDO Proximity, Melbourne
	Marketing Director		Peter Sinclair		Carlton & United Breweries
	General Manager-Carlton Brands		Vincent Ruiu		Carlton & United Breweries
	Senior Brand Manager		Richard Oppy		Carlton & United Breweries
	Assistant Brand Manager		Mim Orlando		Carlton & United Breweries
	Brand Assistant		Kate Richmond		Carlton & United Breweries