Carlton Dry Suggests an Uncomplicated Approach in Lighthearted Films
After a competitive pitch in December 2017, Special Group has joined the CUB roster as agency of record for Carlton Dry. The new brand campaign 'Be Like The Beer' is the first CUB work from Special Group and launches this week in multiple channels, including TV, cinema, social and digital.
Says Julian Schreiber, ECD and partner, Special Group: "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."
Says Tom Martin ECD and partner, Special Group: "'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."
The films personify the beer as a full-sized guy and girl, each pointing out how even some basic things in life have become unnecessarily complicated. Our human beers notice how the world is going a bit wrong in a light hearted way, encouraging the audience to 'Be uncomplicated. Be Like The Beer'. From cryptic signs, to dip flavours and even beer itself - there's proof everywhere you look that things would just be better for us if they were less complicated like Carlton Dry.
