The Fosters Group has launched a futuristic new advertising campaign to market Carlton Natural Blonde, its latest release into the emerging reduced-carbohydrate beer market.
The male-centric spot pokes fun at the brand and its move into the low-carb sector with a cheeky ‘unique insight into the future’ approach.
Created by Clemenger BBDO Melbourne, the comical ad opens with a lusty blonde twirling a lock of her hair. “What’s that taste in my mouth,” she purrs.
Viewers are then rocketed through an effectively-disjointed sequence of images that look as though they have been lifted from the 1984 classic Tron.
Lines such as “the beer of tomorrow brewed in time for today” and “taste the future in your mouth” are announced over images of lasers, robots and lycra body suits.
Ant Keogh, creative director of Clemenger BBDO Melbourne said: “Carlton Natural Blonde needs an introduction, but we didn’t want to hit the audience over the head with the low-carb message, it’s great tasting beer first and foremost”.
“Low-carb beer is where the market is moving, so in other words it’s literally ‘the future of beer’. But a Carlton beer couldn’t really say that with a straight face, so we took a tongue-in-cheek approach,” he said.
At Foster’s request the ad is currently not available for viewing online.
