Beer drinking is fun again. Mainstream beer can’t compete with the individuality and artistry of boutique brands, but it can win back fans with Aussie humour – and right now by actively supporting local pubs. Clemenger BBDO Melbourne; CUB’s internal agency, CUB House; and CUB’s Carlton Draught have launched a rousing ode to Australia’s favourite place, the pub, in the form of a new song titled.
The song, which is to REO Speedwagon’s rocking tune, Can’t Fight this Feeling, details the familiar trials of iso-life, from the NBN dropping out (again), to making interminable TikToks with the kids and missing the taste of burnt cheese, ham and crumbed chicken, culminating in a booming chorus line of I can’t wait to be in the pub again.
It’s an ode to the end of iso that’s waiting to be a national hit.
The song and music video, which is running on Carlton Draught’s social channels, is a rallying cry for all those who missed the pub, as well as a show of support to publicans doing it tough, with the song directing people to the For the Love of Your Local program.
People can support their local by visiting loveofyourlocal.com.au and nominating their favourite venue, then buying a pint of CUB beer using their credit card or PayPal account, with the funds going to the venue directly. CUB then matches that support, pint for pint in donated stock after the venue re-opens, making it a win-win for pubs and clubs as well as for beer lovers.
Carlton Draught brand manager, Stephen McWilliams, stated, “As the opening lyrics of the song go, it’s been 60 days but it feels so much longer. Beer drinkers across the country were all waiting for the moment they were allowed back in the pub, and this song perfectly captured the mood of the nation.”
Clemenger BBDO Melbourne creative director, Ant Phillips, added, “Keeping away from friends, family and loved ones hasn’t been easy. But no-one could’ve prepared us for the anguish of staying away from the pub. Hopefully this song excited Australians about their locals re-opening and has helped drive traffic back to those pubs who have been doing it tough.”
Creative Agency: Clemenger BBDO Melbourne
Production & Social: CUBHouse
General Manager Marketing: Brian Phan
Brand Director, Classic Beer: Hayden Turner
Brand Manager, Carlton Draught: Stephen McWilliams