Carlton Dry wants beer lovers to know that it’s free from complication, perfectly balanced, never bitter and always smooth. But how do you show features that you taste, and more importantly, how do you communicate product features in a way that’s interesting? Decades of advertising have deafened audiences to strings of product claims.
Special Group integrated them into a wonderfully silly TVC, The Temple of Dry, that plays with the trend of wellness retreats. At the Temple of Dry students are taught by guru, Master Dry, are taught how to be like the beer – free from complication, perfectly balanced, never bitter and always smooth.
Vincent Osmond and Jade Manning, creative directors, Special Group Australia, explained, “There’s a lot we can learn from the principles of Carlton Dry; being balanced, smooth and never bitter. I mean, who wouldn’t want to live like that? It makes sense to base a whole way of life on the principles of the beer. It also creates a tongue-in-cheek narrative that allows us to seamlessly reinforce the attributes of Carlton Dry.”
The new campaign is an extension of Carlton Dry’s brand platform, Be Like the Beer, which celebrates the qualities and brewing credentials of Carlton Dry.
Supporting the TVC are out-of-home, digital, radio and social.
Sarah Wilcox, Carlton Dry marketing manager, commented, “When we talk to our consumers, they tell us that Carlton Dry is the most easy-drinking beer on the market, super-refreshing with an uncomplicated taste profile, and that’s why they love it. Carlton Dry has been masterfully brewed, to strip itself of unnecessary complications.”
Credits:
Creative Agency: Special Group Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Dave Hartmann
Chief Creative Officers & Partners: Julian Schreiber & Tom Martin
Creative Directors: Jade Manning & Vincent Osmond
Senior Creatives: Harry Stanford & Nick Plomp
Designer: Liam Kenny
Team Lead: Tori Lopez
Business Directors: James Steer & Laura Little
Executive Producer: Paul Johnston
Head of Production: Nick Lilley
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Sam Long
Producers: Andrew McLean & Katie Kempe
Director of Photography: Ginny Loane
Offline Edit: Mark Burnett @ The Editors
Post Production: Blockhead VFX
Music & Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineers: Tone Aston & Cam Milne
Print Production Company: Louis&Co
Photographer: Mat Baker
Retouching: The Bakery Retouching
Media Agency: PHD & Cubhouse
Client: Carlton & United Breweries
General Manager – Marketing: Brian Phan
Acting Head of Contemporary Brands: Antonia Ciorciari
Carlton Dry Marketing Manager: Sarah Wilcox
Carlton Dry Brand Manager: Deanna Christian
Cultural Production Specialist: Maria Tran
