In General Business by Clyde Mooney

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Carlton Draught maintains its mantle as Australia’s consistent top-selling tap beer, and CUB has launched a classically irreverent campaign to refresh the minds of beer drinkers.

A new keg of Carlton Draught is reportedly tapped every 46 seconds somewhere in Australia.

In recognition of this, Carlton & United Breweries (CUB) has broken a five-year TV silence with the unveiling of its Brewery Fresh keg-changing superstars, the “46ers”.

The campaign launched for the AFL Grand Final – furthering Carlton’s connection with the game, which is the longest-standing sports partnership in the world.

The very theatrical TVC (see below) features five vintage superheroes, who will appear in 90, 30, 15 and six-second slots, alongside on-premise activations and behind-the-scenes footage from the shoot, appearing through Carlton’s social media.

CUB head of classic brands, Tim Ovadia, told B&T the campaign is a light-hearted way of reinforcing the serious message to consumers that Carlton is the ‘freshest’ beer in the country.

“I think that our drinkers like the fact that although we’re serious about delivering them fresh draught beer, we don’t take ourselves too seriously as a brand.

“Communicating rational messages doesn’t need to be boring. If it is, people switch off and you’ve wasted your money.”