Effies
Australia
Overtaking the Classics to become Australia’s favourite beer
Agency
Clemenger BBDO Melbourne
Client
Carlton & United Breweries
Awards
The Grand Effie
Gold
Long Term Effects
Case Study
Summary
Australia. The land of sun, surf... and beers. Throughout the years we’ve been known for our local brewing giants. The VB’s. The XXXX Gold’s. The Toohey’s New’s. They were what Aussies drank and are as much a part of our cultural DNA as Vegemite. But in 2015, the mainstream Australian beer category had been in steady decline for six years – which wasn’t great news for our client, Carlton & United Breweries. Our challenge? Launch a new beer at scale that epitomised our country and recaptured the hearts, minds and mouths of modern-day Australians and return a bloody good ROI as well.
Case study
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Credits
| Author/General Manager | Jonny Berger | ||||||||
| Executive Creative Director | Evan Roberts | ||||||||
| Author /Chief Strategy Officer | Lillian Sor | ||||||||
| CEO | Jan Craps / Peter Filipovic | CUB | |||||||
| CMO | Richard Oppy / Alex Lambrecht | CUB | |||||||
| Marketing Director | Brian Pahn | CUB | |||||||
| Marketing Manager | Antonia Ciorciari | CUB |
Category Sponsors
The Grand Effie & Long Term Effects
