Carlton Dry launches ‘Hello Beer’ outdoor push
In the latest chapter of its ‘Hello Beers’ series, Carlton Dry has launched an outdoor campaign to show what can happen when men get together for a beer.
“Ever decided to make a jacket out of toast? Perhaps you thought a beard made from laundry pegs would complete your look? No? Me neither. Luckily though, the photographers we worked with on this project did,” said Andy Meldrum, General Manager for Marketing Carlton Dry “The ads are random, hopefully funny and frankly kind of ridiculous… but that’s what Carlton Dry has always been about, and our drinkers seem to like it.”
Carlton Dry will have a presence at music festivals including Stereosonic, Southbound, Soundwave, Big Day Out and Future Music Festival.
Credits:
- Agency: Clemenger BBDO Melbourne
- Creative Chairman: James McGrath
- ECD: Ant Keogh
- Art Director: Nic Buckingham
- Copywriter: Nick Kelly
- Photographer: Sean Fennessey (Snorkel); Billiejeanisnotmylover (Peg Beard); Neil Bailey (Toast)
- Producer: Mary Darzi
- Managing Partner: Paul McMillan
- Client Service Director: Simon Lamplough
- Account Director: Andrew Fraser
- Senior Account Manager: Nick Darrigan
- Planning Director: Mike Derepas
- Planner: Sam Mackisack
- Carlton & United Breweries
- Chief Marketing Officer: Andy Gibson
- General Manager of Marketing: Andrew Meldrum
- Senior Brand Manager: Mick McKeown
- Assistant Brand Manager: Rob Elder
- Assistant Brand Manager: Veronica Wall
- Mediacom
- Media Agency: Mediacom
- Director – Client Communication Planning: Roger Lintzeris
- Assistant – Client Communication Planning: Renee Strange
Am I missing something? I don’t get it. The good thing, though, is that I’m not the only one. I showed it six different people and no one got it. At all. It’s not funny. It’s not clever. Wow.
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18 year olds will like the ads and drink the beer. Job done. Doesn’t matter if I think they are toss.
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I’m with Am I Stupid? Saw one as an outdoor on my main street yesterday. There’s something really try-hard, juvenile and irritating about them. They’re so off-putting I utterly tuned out to whatever the hell they were trying to flog. What is it advertising? Beer for dickheads?
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What did the copywriter do?
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I don’t work at clems, but I reckon you’re right: this is beer for dickheads. young men who act first and (barely) think later.
So while I don’t think these are great by any means (pretty lazy ‘cool shot I found on the internet + pack shot), I suspect they’re not as wrong as you think they are.
The dickhead dollar is well worth chasing.
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These ads perfectly demonstrate why normal people hate those that work in ad land.
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Dude – The role of copywriter and art director hasn’t been separate since the 60’s. They generally both do both.
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I think the ads are as good as the beer…
…not very.
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“try-hard, juvenile and irritating” – just like the people that drink Carlton Dry.
I guess it’s perfect.
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@ Penguin Alert – HA! That guy wearing the toast, you just want to f#cking punch!
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Beer companies don’t need to target the 35+ working class anymore. Clearly targeting hipsters here. Whether it works or not I don’t know cause I’m not one – but good luck to ’em if it does. There must be some tough competition between beers and ciders in the hipster market.
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Well that missed the mark.
Carlton trademark on the wane. The new champion of bogans.
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They just took the Red Stripe “Hooray Beer” campaign from the US in 2003 and rolled it out here with “hello beer” 9 years later. Not original and a poor cousin of a brilliant campaign from the USA. …and that is what is wrong with advertising in this country.
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I would imagine this is targeting your typical young tradie bloke who likes to holiday in Bali. I’m not one of those blokes and my beer is a handcrafted ale from a place you’ve never heard of. Still, I’m immature enough to have laughed at them.
Yep, you might not like them, but I don’t like ads for women’s handbags.
Women’s underwear, well, that’s another kettle of perch.
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