Carlton Dry launches ‘The Underthink Tank’ in latest campaign via Clemenger BBDO, Melbourne


UnderthinkTank.jpgClemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, called ‘Underthink It’.

Based on the insight that our increasingly busy and complicated lives have resulted in a tendency to overthink the little things – from what to wear, what food to order, even which beer to drink – Carlton Dry hopes to stop beer lovers from sweating the small stuff and get back to having fun.

To do this the campaign introduces the Underthink Tank, a crack team of ‘Underthinkers’ who solve life’s most overthought problems, including what to order on a menu, what to do if you forget someone’s name and whether to give someone a handshake or a hug, all from within a giant, keg shaped headquarters. 

Says Evan Roberts, executive creative director, Clemenger BBDO, Melbourne: “In this increasingly complicated world, Carlton Dry offers us simplicity. Smooth, refreshing simplicity.” 

Says Paul Reason, head of contemporary brands at Carlton United Breweries: “We haven’t had a big communication campaign on Carlton Dry for a few years. We are very excited to bring Underthink It to the market because we think it is highly relevant & will resonate strongly with our target audience.”

The campaign launches with multiple 30″ and 15″ TVCs. It also extends across radio, social, on-premise and festival activity, plus a national consumer promotion in partnership with Shazam.

Agency:  Clemenger BBDO Melbourne

Creative Chairman:  James McGrath

Executive Creative Director: Evan Roberts, Stephen de Wolf

Senior Creatives:  Adam Barnes, Jonty Bell, Nick Jamieson

Shopper Creative Lead: Nick Jamieson

Executive Producer: Sonia Von Bibra

Senior Producers: Lauren Anderson and Lisa Moro  

Group Account Director: Adam Kennedy

Project Director: Alicia Lowndes

Project Manager: Caroline Scott

Business Manager: Luke Slater

Planning Director: Mike Derepas

Digital Planning Director: Neville Doyle

Production Company: FINCH

Director: Alex Roberts

Managing Director/EP: Corey Esse

Producer: Kate Merrin 

DOP: Matt Toll

Prod Designer: Lucinda Thomson

Editor: Michael Houlahan

Colourist: Martin Greer  

Online: Jamie Scott

Post House: The Institute of Post Production & FINCH VFX

Sound House: Flagstaff Studios

Sound Engineer: Paul Le Couteur

Client: Carlton United Breweries

VP Marketing: Richard Oppy

Head of Contemporary Brands: Paul Reason

Brand Manager: Paige Dawes