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.”
This is what happens when a CUB marketing manager knows craft beers are stealing share, but doesn’t have a plan as to what to do about it: It becomes a problem for advertising to solve.
The result is an embarrassment for all concerned.
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I hope all their sales growth is expected in Melbourne as I can’t see this resonating anywhere else… Hommus as an everyday analogy… seriously?
I think they have actually complicated the act of beer drinking with this piece and the woman/spokesperson/beer represents a person you’d least like to be caught in a conversation in at that (or any) party…
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This has none.
CUB marketing..be ashamed.
Special Group ..be embarrassed
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Shiiiiiite. Depressing even.
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What the hell has happened to beer advertising in Australia??!
Easiest category to work in, and yet the work is awful. Lion and CUB are as bad as each other…
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Hmmm.
Was this designed to be bad in order to stimulate buzz about how bad the ad is??
I”m not sure whether she says ‘Easy-drinking’ or ‘easy, drinking people like me’!
If hommus is a flavour already, then so is beer…so why complicate it?
And the awkward shot of the girl taking the ad from the esky.
Then there is the quote from the client ‘The Special Group has uncovered the magic’, oh really, there is nothing about this ad that makes me want to try it.
Even the name of the agency – The Special Group – is lame
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Ah anonymous commentators… you’re as vile as ever.
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I just want to know what the background song is
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Let’s get a young woman with clearly no idea about beer to drearily promote a beer which has about as much character as she has. The whole thing is just dumbfounding. CUB has lost the plot.
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The new advertisements translate a simple message to me- “Please Australia, stop becoming educted and understanding how good beer really can be with the booming craft beer market.” The advertisements, unfortunately for CUB, come across as a prayer from thr devil.
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It makes me wonder. Someone in charge at CUB, a year or so ago, sat back & said “yep, that’s the best one so far”! Probably the same idiot who came up with the ‘Frothy’ debacle.
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