By Ian Neubauer
The Foster’s Group will launch the fifth instalment of its ‘Made From Beer’ advertisement series for Carlton Draught beer in cinemas across the country on Thursday.
The $9 million campaign entitled Sky Troop was created by Clemenger BBDO Melbourne and will run in conjunction with outdoor, point of sale, online and mobile advertising over the next 18 months.
Foster’s marketing manager, Peter Sinclair, told The Australian Financial Review the campaign was aimed to help Carlton maintain double-digit growth in volume terms. The newspaper reported Carlton had tripled its market share since the ‘Made From Beer’ campaign was launched in 2003 and now holds an impressive 7.9 per cent of the market.
“We expect nothing less than a continuation of the growth trajectory we’ve already seen with Carlton,” Sinclair said.
The new campaign comes on the heels of a Senate inquiry into proposed legislation that would radically alter the way alcohol is promoted in Australia.
Conceived by the Family First Party, the Alcohol Toll Reduction Bill plans to outlaw the broadcast of alcohol ads on television before 9:00pm and introduce compulsory health information labels for alcohol products. The bill would also require all alcohol advertising to be pre-approved by a government body and to not link drinking to personal, business, social, sporting, sexual or other success.
Foster’s spokesperson for corporate affairs, Troy Hey, said Foster’s already voluntarily complies with these requirements, which are contained within the current Alcohol Beverages Advertising Code (ABAC).
“These stipulations are already contained in the advertising code. The proposed bill will just make it a regulated code instead of a self-regulated code,” he said.