CUB is launching a new campaign and refined brand image for Carlton Dry, urging drinkers to ‘Be like the Beer’ in a complicated world.
Carlton & United Breweries (CUB) is addressing what it sees as gaps in the market, including strategically positioning Carlton Dry as a unisex option for beer drinkers.
The brand reports its consumers loving the easy-drinking, super-refreshing and uncomplicated taste profile of CD, giving rise to the use of ‘uncomplicated’ in the marketing, to describe sessionable lagers in a world raging over big-flavoured craft beers.
The campaign theme – Be like the Beer – reportedly stems from the notion that being uncomplicated is something to which you may aspire in an overwhelming world of choice.
The new campaign is launching this week on TV, cinema, social and digital.