Effies
Australia
Making a Hero out of Carlton Zero
Agency
Clemenger BBDO Melbourne
Client
Carlton & United Breweries
Awards
Bronze
New Product or Service
Case Study
Summary
Australia is known as a beer loving nation. But with Aussies becoming more health conscious and drinking less alcohol in general, beer consumption has actually been on the decline for the last 40 years. This was troubling for Carlton & United Breweries for two reasons 1) it’s a brewery that makes most of its profit from beer 2) its namesake beer, Carlton Draught was seeing its audience fade away whilst failing to attract new consumers. The solution? Launch CUB’s first non-alcoholic beer, Carlton Zero and grow it to be the first, successful non-alcoholic beer of scale in Australia.
Case study
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Credits
| Author/General Manager | Jonny Berger | ||||
| Executive Creative Director | Evan Roberts | ||||
| Executive Creative Director | Richard Williams | ||||
| Creative Director | Anthony Phillips | ||||
| Executive Producer Production | Sonia von Bibra | ||||
| Author / Chief Strategy Officer | Lilian Sor | ||||
| Senior Print Producer | Nicholas Short | ||||
| CEO | Jan Craps / Peter Filipovic | CUB | |||
| CMO | Richard Oppy / Alex Lambrecht | CUB | |||
| Director of Classic Brands | Tim Ovadia | CUB | |||
| Marketing Manager | Juan Uranga | CUB |