Special Group Launches First Work For Carlton Dry Since Joining CUB’s Agency Roster

Special Group Launches First Work For Carlton Dry Since Joining CUB’s Agency Roster

Creative agency Special Group has unveiled its first campaign for Carlton Dry after being appointed agency of record for the beer brand by Carlton & United Breweries (CUB).

After a competitive pitch in December 2017, Special Group have joined the CUB roster as Carlton Dry’s agency of record.

The new brand campaign, ‘Be Like The Beer’, is the first CUB work from Special Group and launches this week via multiple channels including TV, cinema, social and digital.

The campaign strategically positions Carlton Dry as a unisex beer option, and also introduces the notion of ‘uncomplicated’ as a descriptor of easy-drinking, smooth lagers.

Julian Schreiber, executive creative director and partner at Special Group, said: “Carlton Dry has always strived to be an uncomplicated beer for a complicated world.

“So, it made sense to let the beer itself be the voice of reason and point out what’s happening all around us. If you think about it, beers have probably seen it all.”

Tom Martin, ECD and partner at Special Group, added: “‘Be like the Beer’ came from the simple insight that being uncomplicated like the taste of Carlton Dry is something to actually aspire to.

“It immediately positioned Dry as the kind of beer we’d want more of as we find ourselves overwhelmed by things that used to be no-brainers”

Special Group managing director and partner Cade Heyde said: “We are incredibly proud to have earned a place on CUB’s roster and to work with such an iconic family of brands.

“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.”

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


Creative agency: Special Group

CEO and partner: Lindsey Evans

Managing director and partner: Cade Heyde

Planning partner: Dave Hartmann

Executive creative directors and partners: Tom Martin and Julian Schreiber

Creative directors: Jack Nunn and Nils Eberhardt

Creatives: Harry Stanford and Nick Plomp

Business lead: Tori Magill

Executive producer: Paul Johnston

Client: CUB

Brand director for contemporary beers: Brian Phan

Vice president of marketing for south Asia Pacific: Richard Oppy

Senior marketing manager, Carlton Dry: Hayden Turner

Brand manager, Carlton Dry: Bianca Robortaccio

Production company: Revolver/Will O’Rourke

Director: Trevor Clarence

Managing director and executive producer: Michael Ritchie

Executive producer: Pip Smart

Producer: Serena Paull

Director of photography: Russell Boyd

Editor: Stuart Morley

Post-production company: Blockhead

Casting company: Danny Long Casting

Audio company: Rumble Studios

Media agency: PHD


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