Carlton Draught commemorates the changing of the keg via Clems

Carlton & United Breweries has launched the first major campaign for Carlton Draught in over five years, after narrowing its creative roster in February.

The campaign was created by Clemenger BBDO, which holds a group-wide remit alongside The Monkeys Melbourne.

The new work, ‘Long Live The Keg’ launches as part of Carlton Draught’s ongoing brand platform, Made From Beer.

Featuring a 90-second hero spot, which is expected to be cut down for TV, the creative is a tongue-in-cheek nod to the pageantry that takes place at the end of a monarch’s life.

As an unlucky punter is met with the end of a keg – ‘a dead keg’ – he becomes a spectator to excessive proceedings including bagpipes, a choir, Carlton Draught’s ‘beer brigade’, as well as cannon fire.

Nicole McMillan, general manager of marketing at Carlton & United Breweries, said: “Carlton Draught is one Australia’s most iconic and loved beers. It’s a true reflection of Aussie culture – always having a laugh and not taking yourself too seriously.”

“This is an important moment in time for Carlton Draught as we build on the momentum of last year and ride the renaissance that classic beer is experiencing in the market.”

“Our proud tradition of brewery-fresh beer dates back to 1864 when the first batch of Carlton was delivered to pubs by the same Clydesdales that grace our taps today. This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”

Clemenger BBDO Melbourne was also behind the beer brand’s last major advertising campaign in 2017, which also happened to be the first in five years. The brand has since launched a handful of smaller executions, including its ‘ode to the pub’ at the end of the first 2020 lockdown and a local footy campaign last year.

Jim Curtis, chief creative officer at Clemenger BBDO added: “We all know the agonising feeling of waiting for a new keg to be hooked up. We used this relatable moment to poke fun at the ridiculous amount of pomp and ceremony in the world.”

“Sure, the CFO at CUB might not be happy with us changing every single Carlton Draught keg in the country with a 60-strong crew of ceremonial guards, choir and canons. But great marketing always treats the product with reverence and Carlton Draught never disappoints in this area.”

The campaign launches across TV, OOH, digital, PR and AFL sponsorship.


Client: Carlton & United Breweries
General Manager – Marketing CUB: Nicole McMillan
Head of Classic Beer Brands – Marketing: Sarah Wilcox
Marketing Manager – Carlton Draught: Zac Gelman
Assistant Brand Manager – Carlton Draught: Tess Penfold

Creative Agency: Clemenger BBDO

Director – Steve Ayson (3&7)
Executive Producer/Producer: Julianne Shelton
Cinematographer: Sam Chiplin
Casting Director: Peta Einberg
Production Designer: Damien Drew
Costume: Paula Ryan
Offline Editor: Jack Hutchings ℅ ARC Edit
Offline Producer: Winnie O’Neill
Colourist: Billy Wychgel
Music Composition/Execution: Sonar Music
Sound House: Rumble Studios
Sound Engineer: Anthony Aston


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