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
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
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]