CUB has produced its first major ad campaign for Carlton Draught in more than five years, championing an unashamed tribute to the pub by proclaiming “Long Live the Keg”.
The ad (below) revives Carlton’s proud tradition of large-than-life ad campaigns, accompanied by bagpipes, cannons, a choir, and the Carlton Draught Beer Brigade, for all the pomp and ceremony that can be mustered for the end of a keg.
“It’s a true reflection of Aussie culture – always having a laugh and not taking yourself too seriously,” explains Nicole McMillan, Carlton & United Breweries’ GM of marketing.
“This ad is for everyone who cherishes the pub, and we want it to help get people back to their local. Pubs are in our DNA, and we’re proud to support them.”
The exposure is in part prompted by a resurgent consumer interest in iconic beer brands.
“This is an important moment in time for Carlton Draught as we build on the momentum of last year and ride the renaissance that classic beer is experiencing in the market.”
The ad will debut on TV screens this week, joining a legacy of epic Carlton Draught ads, such as the “46ers” campaign of 2017, showing a fresh keg of CD is changed every 46 seconds, and the award-winning Big Ad, where hundreds of singers form a giant glass that pours beer through a massive mouth, to the tune of O Fortuna.
After the turbulent pandemic period, AHA National CEO Stephen Ferguson offers it’s good to see major brewers get back behind the local.
“Australian pubs are at the heart of our communities, but like most communities they’ve had their fair share of challenges over the past few years,” says Ferguson, “which is why it is so great to see great Australian beer brands, like Carlton Draught, supporting the culture of our local pubs, reminding everyone that pubs often are the place to create and share lifelong memories.”