To help young males avoid the responsibility of an entry-level corporate job, we created Team Dry, a pro team dedicated to the kind of meaningless activity they prefer. We launched the team with a 10-minute film ‘Tokyo Blitz’ that profiled the current pros and their tour of Tokyo. The film was part of an integrated promotion that featured over 100,000 Team Dry DVDs, given away with purchases of Carlton Dry to encourage viewers to audition for the sponsorship deal on offer: two $50,000 contracts that would allow them to live the dream, at least for one more year.

Carlton Dry is up 80% in volume in the QTR to November versus the same period last year. It recorded record sales results in October and November (‘08) and is now the fastest growing beer brand at Foster’s. It has beaten launch expectations in the first 12 months by 350%. The response from the consumer to the promotion has also exceeded expectations, with over 250 successful video entries to date, which means we're well on our way to finding the next exceptionally useless members of Team Dry.