CLIENT
Carlton & United Breweries
Jan Craps / Peter Filipovic, CEO
Richard Oppy / Alex Lambrecht, CMO
Tim Ovadia, Director - Classic Brands
Juan Uranga, Marketing Manager
AGENCY
Jonny Berger, General Manager
Evan Roberts, Executive Creative Director
Richard Williams, Executive Creative Director
Anthony Phillips, Creative Director
Sonia von Bibra, Executive Producer Production
Nicholas Short, Senior Print Producer
SUMMARY
Australia is known as a beer loving nation. But with Aussies becoming more health conscious and drinking less alcohol in general, beer consumption has actually been on the decline for the last 40 years. This was troubling for Carlton & United Breweries for two reasons 1) it’s a brewery that makes most of its profit from beer 2) its namesake beer, Carlton Draught was seeing its audience fade away whilst failing to attract new consumers. The solution? Launch CUB’s first non-alcoholic beer, Carlton Zero and grow it to be the first, successful non-alcoholic beer of scale in Australia.
