Carlton Dry moves away from TV

Carlton Dry will for the first time run its summer advertising campaign without a 30 second TV ad at the heart of the strategy.

The new campaign titled ‘Hello Beer’, created by Clemenger BBDO Melbourne, will focus on radio, print, ambient and outdoor channels with TV sponsorship but without a 30 second TVC.

Andrew Meldrum, general manager of marketing for Carlton Dry said: “We have decided not to lead with a 30 sec TV spot instead opting for a heavy outdoor, radio, press and digital media buy. This is predominantly due to the habits of our target demographic over the summer period. We will be running 8 x 10 sec TV spots which feature on selected Foxtel channels including Channel V and the comedy channel. This coupled with our involvement in some of the Australia’s biggest music festivals this summer including Big Day Out and Soundwave ensure we have summer covered both indoor and out.”

Carlton’s last TV campaign was Legend’s of the Dry which featured Steven Seagal. It kicked off with ads and culminated with three minute drama Sheep Impact in which a Carlton Dry drinker submitted a story played out by the action hero.

CLIENT CREDITS

• Client: Carlton United Brewers (CUB)
• General manager of marketing: Andrew Meldrum
• Senior brand manager: Michael McKeown
• Assistant brand manager: Jo-Anne Shields

AGENCY CREDITS

• Clemenger BBDO Melbourne
• Executive Creative Director: Ant Keogh
• Senior Art Director: Luke Thompson
• Senior Writer: Seymour Pope
• Senior TV Producer: Sevda Cemo
• Senior Print Producer: Mary Darzi
• Client Service Director: Paul McMillan
• Account Director: Nick Cohen
• Account Manager: Brendan Taylor
• Planning Director: Michael Derepas
• Planner: Sam Mackisack
• Media: Mediacom (Melbourne)
• PR: Pulse Communications