Clemenger BBDO Melbourne and Carlton United Breweries (CUB) have today launched Carlton Draught’s new ’46ers’ campaign, bringing the iconic beer back to TV screens after a five year hiatus.
In Australia, a fresh keg of Carlton Draught is changed every 46 seconds, making it Australia’s freshest tap beer. This insight led to the development of the ’46ers’ campaign, a celebration in true Carlton Draught style – of the beer’s freshness credentials, complete with a brewery fresh team of five vintage keg changing superstars.
Says Tim Ovadia, head of classic brands at Carlton United Breweries: “It says Brewery Fresh on our label and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers. The fact that in Australia we turn over a keg every 46 seconds means that our beer tastes just like it does straight from the tank at the brewery.
“Clemenger have done a great job of bringing to life this freshness proof point with classic Carlton Draught humour and irreverence” he said. “I think that our drinkers like the fact that although we’re serious about delivering them fresh draught beer, we don’t take ourselves too seriously as a brand.
“Communicating rational messages doesn’t need to be boring, if it is, people switch off and you’ve wasted your money.”
Says Richard Williams and Antony Phillips, creative director, Clemenger BBDO Melbourne: “After spending the last few years on the side lines, it’s exciting to once again be developing work for Australia’s freshest tap beer, Carlton Draught.”
The campaign launched with a 60″ TVC premiering on Channel Seven’s The Front Bar and will run throughout the AFL Grand Final coverage on Saturday, 30th September. Carlton Draught is the official beer of the AFL and this partnership is the longest standing sports sponsorship in the world.
The campaign will also see 90″, 30″, 15″ and 6″ films, off and on premise activity and behind-the-scenes footage from the shoot distributed across Carlton Draught’s social channels.
Client: Carlton and United Breweries
VP marketing for APAC: Richard Oppy
Head of Classic Brands: Tim Ovadia
Senior Marketing Manager: Sian Sullivan
Brand Manager: Corrie Paolini
Agency: Clemenger BBDO Melbourne
Production Company: FINCH
Director: Brian Aldrich
DOP/Cinematographer: Germain McMicking
Producer: Marge McInnes/ Kate Merrin
Executive Producer: Corey Esse
Post Production: FINCH/The Butchery
Editor: Micheal Lutman
Special/ isual effects/CG: Andy Timms and Ivan la Rosa
Flame artist: Quade Biddle, Jonathan Wendt, Jonathan Hairman
VFX set supervisor: Jamie Scott
Colourist: Martin Greet
Sound Engineer: Paul Lecouter
Music Production: Level Two Music
Music Composer: Electric Dreams