Carlton & United Breweries launches a ‘mid’ Carlton Dry campaign, via Clemenger BBDO
Carlton & United Breweries (CUB) is raising awareness of Carlton Dry 3.5% – a new mid-strength beer from Carlton Dry – via a campaign from Clemenger BBDO.
The ‘Embrace the Mid’ platform sees a cast of characters all wearing mid-riff tops to celebrate the growing prevalence and popularity of mid-strength beers amongst beer drinkers.
These characters are also featured in a Hayden Somerville-directed 30-second hero film developed by Clemenger’s MADE THIS production arm.
“We recently revealed Carlton Dry 3.5% is the no 1 selling newly-released beer in the country. For years Aussies have loved the crisp refreshing taste of an ice-cold Carlton Dry, so of course it made perfect sense to release a mid-strength version,” explained Carlton marketing manager, Jess Johnson.
“It also made perfect sense to produce a classic pub beer ad to support it. Embrace the Mid taps into the humour that Carlton advertising is known for, we’re so excited to bring this new campaign to market and see even more Aussie beer lovers embrace Dry 3.5% this summer.”
“Gone are the days when ordering a mid-strength beer was met with a few sideway glances at the bar. Now it’s becoming the go-to choice at pubs and BBQs around the country,” said Clemenger BBDO’s executive creative director, Ant Phillips.
“Like Australia, Dry 3.5% is embracing the mid in more ways than one. We wanted to tap into this cultural shift on beers and fashion to make work that gets Aussies talking at the pub, and if that means we need to show a bit of mid-riff then so be it.”
Clemenger’s chief creative officer, Adrián Flores, added: “It’s a beer ad. Made how beer ads are meant to be made: half naked and full flavoured.”
Ainslee Littlemore, MADE THIS’ head of production, commented on the campaign, saying that it was a collaborative experience.
“This project was highly collaborative between director, client, production and creative. Everyone really came together as one team, one dream to bring this vision to life, quickly. I reckon I’ll go a mid too,” Littlemore said.
‘Embrace the Mid’ is leveraging outdoor, digital, film, social and experiential platforms to spread its message.
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