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Carlton Draught celebrates being Australia's freshest beer with irreverent ad

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By Danielle Long, Acting APAC Editor

October 12, 2017 | 2 min read

Carlton United Breweries (CUB) are celebrating Carlton Draught’s status as Australia’s freshest beer in a quirky new TV campaign.

Carlton Draught

Carlton Draught new 46ers campaign

The ‘46ers’ campaign, plays off the insight that a fresh keg of Carlton Draught is changed every 46 seconds, with a Harlem-Globetrotters inspired TVC.

The ad sees a team of basketballers, the 46ers, spinning glasses of beer, doing somersaults over the bar, juggling and playing pool to fill the 46 seconds it takes to change the keg.

It’s the first TV campaign in five years from the brand, which has created some of Australia’s most iconic advertising including the award-winning Beer Chase and Big Ad.

Tim Ovadia, head of classic brands at Carlton United Breweries, said, “It says Brewery Fresh on our label and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers. The fact that in Australia we turn over a keg every 46 seconds means that our beer tastes just like it does straight from the tank at the brewery.”

“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,” said Ovadia.

The TV campaign is supported by instore and social media activity. It was created by Clemenger BBDO Melbourne and directed by Brian Aldrich at Finch.

Carlton United Breweries (CUB): advert-body-1 by Clemenger BBDO Melbourne

By Carlton United Breweries (CUB)

Overall Rating 4/5

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