Campaign Review: The verdict on Carlton Draught, Crownbet, Sportsbet and Ozmosis
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Frank Morabito, executive creative director and partner at Spinach, and Damian Pincus, founder and creative partner at The Works.
Brand: Carlton Draught
Agency: Clemenger BBDO Melbourne
The Verdict: It was a confused ad with no “rational proof point”
Frank Morabito, executive creative director and partner at Spinach, says:
Morabito says: “I like what the campaign is trying to say, but not the way it’s saying it”
Why does the claim in the Carlton Draught spot, that a barrel is changed every 46 seconds, mean the beer is fresh? Considering the number of pubs that stock the beer and the number of barrels that are in market at any one time this might mean the average pub changes a barrel once a month?? It doesn’t prove anything!!!
And all this for a fatuous claim?