Carlton Draught wanted to breathe life into it’s home - the pub – through their iconic Made from Beer platform. In Australia people aren’t visiting the pub like they once did. As one of the biggest pub beers, our brief was to celebrate the rituals and joy of the pub to entice punters to return and of course drink beer… our beer.

Made From Beer has always taken the piss out of excess: Hollywood films, big budget ads, over the top sports productions. Historically, Carlton Draught campaigns have pierced the bubble on life’s absurdities and in this campaign, we took a relatable moment to poke fun at the ridiculous amount of pomp and ceremony in the world. The pub is a great leveler. Everyone in the front bar is equal and Carlton Draught wanted to again remind us to stay grounded in a world that is anything but.

In this film we see a man ordering three Carlton Draughts at a pub.

Then the most horrible thing happens. The keg runs dry. With that our barperson announces, “the keg is dead”. This is the cue for Carlton Draught to begin the formalities of the changing of the keg.

The drinkers in the pub have seen this all before and are not impressed, as they painstakingly wait for the keg to change. However there is one punter who is amazed and even ends up as part of the ceremony.

Featuring bagpipes, a choir, the Carlton Draught beer brigade and even canon fire, the film is overflowing with the pomp and pageantry befitting the end of a keg’s life. Once this is over, a new keg enters the pub full of fanfare and excess.

The keg is tapped and a Carlton Draught placed on the bar.

The Long Live the Keg campaign saw Carlton Draught return to the origins of the iconic Made from Beer platform. And as a result, we saw key wins against our campaign objectives.

Getting people talking

We smashed our earned PR goal of reaching 1million Australian’s - reaching a whopping 6.4 million Australians.

Noticing comms

Quantitative ad tracking results informed us that not only were people noticing the brand, but they were also loving the campaign. Across the campaign we were significantly above norm on enjoyment and branding vas Kantar ad tracking norms. The results were backed up by qual research that confirmed a high level of appeal, relevance and fit.

Brand equity

In Carlton Draught’s key state of Victoria, Brand equity lifted by +9 points and sits at the highest since tracking started.