Carlton Dry educates beer drinkers on perfect balance at the ‘Temple of Dry’

Carlon Dry continues to encourage Aussies to ‘Be Like The Beer’ in its latest campaign, featuring a simple way of life taught at the ‘Temple of Dry’.

The integrated campaign – created by Special Group Australia – is the latest part of Carlton Dry’s brand platform, and rolls out across TV, out-of-home, digital, radio and social.

Carlton Dry’s Temple of Dry

Carlton Dry’s ‘Be Like The Beer’ platform encourages beer drinkers to match the qualities of Carlton Dry; “free from complication, perfectly balanced, never bitter and always smooth”.

“When we talk to our consumers they tell us that Carlton Dry is the most easy-drinking beer on the market, super- refreshing with an uncomplicated taste profile, and that’s why they love it,” Carlton Dry marketing manager Sarah Wilcox said.

“Carlton Dry has been masterfully brewed, to strip itself of unnecessary complications.”

The campaign’s hero 60-second TVC is centered around students studying at the Temple of Dry under the watch of Master Dry, who enlightens his pupils on the philosophy of Carlton Dry. The humorous spot shows them learning to walk on water, balance on beer cans and pull bottles out of ice.

“There’s a lot we can learn from the principles of Carlton Dry; being balanced, smooth and never bitter. I mean, who wouldn’t want to live like that?” Special Group Australia creative directors Vincent Osmond and Jade Manning said.

“It makes sense to base a whole way of life on the principles of the beer. It also creates a tongue-in-cheek narrative that allows us to seamlessly reinforce the attributes of Carlton Dry.”


Creative Agency: Special Group Australia
Founding Partner: Lindsey Evans
Founding Partner: Cade Heyde
Strategy Partner: Dave Hartmann
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Creative Directors: Jade Manning, Vincent Osmond
Senior Creatives: Harry Stanford, Nick Plomp
Designer: Liam Kenny
Team Lead: Tori Lopez
Business Director: James Steer
Business Director: Laura Little
Executive Producer: Paul Johnston
Head Of Production: Nick Lilley

Client: Carlton & United Breweries
General Manager – Marketing: Brian Phan
Acting Head of Contemporary Brands: Antonia Ciorciari
Carlton Dry Marketing Manager: Sarah Wilcox
Carlton Dry Brand Manager: Deanna Christian
Cultural Production Specialist: Maria Tran

Production Company: Goodoil Films
Director: Adam Gunser
Executive Producer: Sam Long
Producers: Andrew McLean, Katie Kempe
Director of Photography: Ginny Loane
Offline edit: The Editors / Mark Burnett
Post Production: Blockhead VFX
Music and Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Tone Aston / Cam Milne
Production Company: Louis&Co
Photographer: Mat Baker
Retouching: The Bakery Retouching
Media agency: PHD & Cubhouse


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