CUB to Launch Mystery Carlton Campaign

By Andrew Starke

Carlton & United Breweries (CUB) is set to launch a new marketing campaign from March 1 despite a set-back that has seen television commercials for Carlton Draught pulled at the eleventh hour.

The ads, which were in post-production, are believed to have had CUB executives concerned that they may be too controversial.

A spokesperson for CUB told TheShout that the ads - part of the long running ‘Made from Beer’ campaign – had been shot but were not finished.

“There were some Carlton Draught ads in the pipeline however we are not proceeding with these,” she said.

However, she stressed that this was only one element of the campaign which has mystery as a central theme.

The Carlton Draught “Mystery Prize” is just that – a promotion to win a non-disclosed prize worth $200,000.

The on-pack promotion will run nationally with CUB’s off premise customers and be supported in store by point of sale and the special carton.

It will be communicated to consumers via a four week sponsorship of the Hamish and Andy radio program (Fox FM/Today FM) plus an extensive publicity campaign.

The mystery commercials were to have accompanied the competition.

“Australia’s state lottery commissions had never had to approve Terms and Conditions for a promotion that doesn’t name the prize,” said Carlton Group marketing manager, Vincent Ruiu.

“It’ll test everyone’s idea of what attracts consumers to promotions, and generate some interesting conversations.”