Carlton & United Breweries

Brian Phan - VP of Marketing Antonia Ciorciari - Brand Director Amy Pollock-Hall - Brand Manager

Clemenger BBDO *Lead Agency

Lilian Sor - Chief Strategy Officer Brigitte Bayard - Strategic Planning Director Evan Roberts - Executive Creative Director Anthony Phillips - Creative Director Jonny Berger - General Manager James Kerr - Account Manager Katya Urlwin - Project Director

Australia is famous for sun, beaches and beers. Our local brewing giants, like VB, are as much a part of our cultural DNA as Vegemite. But in 2015, the mainstream Australian beer category was in decline – not good for our client, Carlton & United Breweries (CUB). Our challenge? Recapture the hearts, minds and mouths of modern-day Australians with a mid-strength beer called Great Northern Brewing Co. In 5 years, we took Great Northern from just 2.2% share to the number 1 beer in Australia, with an ROI of 168%.