Carlton Draught scraps TV ad and goes back to the drawing board

Beer brand Carlton Draught has scrapped its ad campaign at the eleventh hour, after ruling the idea created by Clemenger BBDO went “too far”.

The Carlton & United Breweries brand, part of Foster’s Group, has gone ahead with its latest marketing push with an on-pack promotion giving consumers a chance to win a mystery prize worth $200,000.  

It was due to unveil to the trade its latest Carlton Draught TV creative last week, but cancelled the briefing to a future yet to be confirmed date.

A CUB spokeswoman said the TV ad created by Clemenger BBDO Melbourne was suppose to have been the latest installment in the long-running “Made from Beer” campaign.

But it made the decision to scrap the ad in the last minute in favour of creating a new one.

The spokeswoman told Mumbrella:

Carlton Draught is known for its creative work that also tends to push the boundaries. At the end of the day the business made the decision that it wouldn’t proceed. Some elements pushed the boundaries too far.”

She added that it is now in the “early stages” of developing new creative with Clemenger, which would be continue the “Made from Beer” theme.

The last TV ad it released was the Skytroop creative which launched in 2008.

Meanwhile, the beer brand is rolling out an on-pack promotion which allows consumers to go in the running to win a mystery prize worth $200,000. It will be promoted on-pack, in-store and through a tie-up with Austereo presenters Hamish and Andy.

It follows Carlton Draught’s “Drop the Bomb” stunt last year which saw it throw a car out of a plane.


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