Brief - Carton Draught

The Purpose

The purpose of this brief is to advertise Carton Draught and increase the sales of the beer.

The Product

Carlton is looking to increase the sales of Carton draught beer by using this adverting campaign.

Background

The Carlton United Breweries was developed in 1907. In 1946 the beer had been kept in wooden barrels and delivered to pubs by Clydesdale horses (this is where the logo comes from). Now steel kegs and trucks in despite of rioting by horses. IN 1958, the CUB continued its pursuit of futuristic beverage technology with the introduction of tinned and bubbly beer into Australia. In 1967, the beer that was called carton draught was officially named and introduced as packaged beer. In 2004, Carton developed a very successful adverting campaign "Canoe". Carton fraught carful analysed this and discovered carrying the canoe was the ultimate symbol of your man brand.

In 2005, they then realised the advertising campaign "Big Ad". Big Ad has reached 3.5 million viewers online and has won over 30 adverting awards.

In 2006, They Created "flash beer" it was a rip off of 80's dance film flashdance.

In 2007, "plastic cup"

In 2008, "skytroop"

As you can see all the carlton draught advertising campaigns have a great deal of humour but also are very clever. The advertisements will make you feel happy when you see the product as it reminds the customer of the advertisement which will then make them want to buy the beer.

Campaign/Advertising Objectives

Primary Objective

• To reenforce that drinking Carton Draught you will always have a great time with mates.
• To increase sale of Carton Draught

Secondary objective

• Carton Draught is a great tasting beer

Target Audience

Primary Audience

• Males aged 18-50

Secondary target Audience

• Females aged 18-50

Key Messages

The product is designed to make you laugh and feel happy and therefore when you see the product regain those emotion and make you feel happy about buying the product.

Call to action

• Switch to Carton draught
• Go out and buy some Carton draught

Tone of Message

• Fun and friendly
• Humorous

Media to be used

• Web Banners
• A4 spread - Mens Magazines
• Posters
• Billboards

Geographical area

• National throughout Australia

Budget

Production budget : $80 000

Media budget : $420 000

Agency Response Requirements

• An Understanding of the brief
• Their proposal advertising strategy
• The creative material
• A recommended timetable
• Proposed costing

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