Special Group launches first work for CUB with ‘uncomplicated’ Carlton Dry campaign

Special Group has launched its first campaign for Carlton Dry since being appointed to CUB’s roster. The Be Like A Beer campaign features actors asking drinkers to match the ‘uncomplicated’ qualities of Carlton Dry beer.

Special Group became the agency of record for Carlton Dry and joined CUB’s roster following a competitive pitch in December 2017.

The campaign, which launches this week on channels including TV, cinema, social and digital, aims to position Carlton Dry as a “unisex beer option” and an “uncomplicated” easy drink.

“We are incredibly proud to have earned a place on CUB’s roster and to work with such an iconic family of brands,” says Special Group MD and partner Cade Heyde. “This is a business that’s been responsible for some of Australia’s best advertising, and we only hope to add to that already impressive legacy.”

In its last campaign for Carlton Dry, Clems Melbourne urged Australians to underthink things when ordering beer.

Carlton Dry senior marketing manager, Hayden Turner, added: “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.”

“The Special Group have uncovered the magic that sits behind this truth and we are very excited to see it hit the market.”


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