Carlton Draught brings freshness to life in new ’46ers’ spot via Clemenger BBDO, Melbourne


Screen Shot 2017-09-29 at 7.19.10 am.jpgClemenger 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: Flagstaff

Sound Engineer: Paul Lecouter

Music Production: Level Two Music

Music Composer: Electric Dreams