Carlton Draught is to replace its cans with a new keg-look container. The move is being backed with an outdoor advertising campaign created by Clemenger BBDO Melbourne.
Carlton and United Breweries (CUB) will replace all cans of Carlton Draught with the new silver keg-like cans with merchandising kits to direct punters to the new-look brew, and an outdoor campaign in the beer’s home state of Victoria.
Alaistair McCausland, marketing manager for Carlton Draught, said the keg can was about championing the Aussie pub experience. “You see a keg and instantly think having a beer at the pub,” McCausland said.
“We all know the pub is the best place to enjoy a fresh Carlton Draught with your mates, but for those times when grabbing a stool at the bar just isn’t possible, holding a keg can at home will absolutely be the next best thing. Plus, they’re really shiny.”
The keg can launches weeks after Lion Nathan released the Tap King home keg system with an ad created by BMF in which Lionel Ritchie sings his famous song ‘Hello’ from the back of the fridge.