Effies
Australia
From Beer Brand to Entertainment Brand, How GNBC Found a New Way to Unlock Growth and Stay on Top
Agency
Clemenger BBDO
Client
Carlton & United Breweries
Awards
Finalist
Food and Beverage Brands
Finalist
Innovative Media or Channel Solutions (inc. Media Partnerships)
Case Study
Summary
Already Australia's top-selling beer, Great Northern sustained its growth by shifting its strategy from traditional beer advertising to entertainment. The brand's "A Long Way for a Beer" social-first content series tapped into Australians' desire to connect with the outdoors. By creating collaborative, long-form episodes that behaved more like popular entertainment shows, Great Northern reached younger, metro audiences in new ways. This brave move delivered engagement rates up to six times higher than the talent's own content and boosted brand affinity scores more than sevenfold, proving the power of a non-traditional approach.
Case study
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Credits
| Catherine Mellon | Executive Strategy Director | Clemenger BBDO |
| Rosie Willett | Strategist | ClemengerBBDO |
| Simon Wassef | Chief Strategy & Experience Officer | ClemengerBBDO |
| Brooke Thompson | Head of Strategy | ClemengerBBDO |
| Matt Grundy | Data Analyst | ClemengerBBDO |