Clemenger designs 8-part TV campaign for Carlton
Clemenger BBDO Melbourne has designed a new series of TV spots to for client Carlton & United Breweries' new Carlton Cold.
The execution takes place across a series of eight TV spots.
Ant Keogh, creative director, Clemenger, Melbourne, said: "They are a cross between a traditional beer ad where a guy walks into a bar, and something much more left-field. The characters if they become popular, have the potential to live outside the ads, maybe in a longer episodic form, online."
Carlton’s general manager of marketing, Andrew Meldrum said,"The new Carlton Cold is a contemporary, clear glass beer that perfectly complements our other midstrength offerings in Carlton Mid and Peroni Leggera.”
"The new campaign aims to bring a modern, quirky new personality to the brand, and should differentiate it from mainstream midstrength brands.
“The TVCs have been written to bring the "coldness" benefit to life in way that consumers probably haven't seen before, and that will hopefully make them smile.
"At Carlton, we're lucky enough to work in a category that consumers are passionate about, and we strive to make advertising that talks about our brands in ways that provide entertainment as well."
The product includes the newly added thermochromic ink technology, which enables consumers to see, through a change in colour on the label, when the beer is cold and at the optimal drinking temperature.