Carlton Draught launches range of Collingwood themed cans featuring Eddie McGuire and Steele Sidebottom

Carlton United Breweries has launched a special edition range of Collingwood Football Club branded Carlton Draught cans, in its latest range of ‘Fan Cans’.

The campaign ad employs club president Eddie McGuire, current midfielder Steele Sidebottom and former players Anthony Rocca and Chris Tarrant to promote the limited range of cans.

CUB has previously run special edition cans featuring Winx during last year’s racing season and the West Coast Eagles following their 2018 AFL premiership win.

When developing the new range of ‘fan cans’, CUB posted on Carlton Draught’s Facebook page, asking AFL fans which team should be the next to feature on its cans. CUB received the largest response from Collingwood fans making them first to receive a range. Cans featuring other AFL teams will soon follow.

Juan Uranga, marketing associate director for Carlton Draught, said in a statement: “We’ve seen the power of packaging when used to tap into culturally relevant consumer passions. People love fan cans.”

The Collingwood cans are currently only available in Victoria. So far 30,000 cases have been produced.

This latest campaign was created by Carlton United Breweries in house agency Draftline. CUB’s current creative roster includes Special Group and Clemenger BBDO Melbourne.

Carlton Draught has been a sponsor of the AFL since 2012.


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