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.