Special Group has won a spot on the CUB roster as Carlton Dry's agency of record, following a competitive pitch.
Clemenger Melbourne previously handled the Cartlon Dry account but still remains on the CUB roster on other brands, such as Carlton Draught and VB.
As part of its appointment, Special Group has launched a new brand campaign for Carlton Dry positions the beer as a unisex, uncomplicated option.
The ad, which will run across TV, cinema, social and digital, cheekily takes a swipe at its craft beers competitors, questioning why some are now incorporating various flavours like nutmeg.
Carlton Dry senior marketing manager Hayden Turner says the new ad highlights that the beer is the most "easy drinking" on the market.
“The Special Group have uncovered the magic that sits behind this truth and we are very excited to see it hit the market," Turney says.
“We are incredibly proud to have earned a place on CUB’s roster and to work with such an iconic family of brands” says Special Group MD and partner Cade Heyde.
“This is a business that’s been responsible for some of Australia’s best advertising, and we only hope to add to that already impressive legacy”.
CUB dropped MediaCom in favour of PHD after 17-years as its media agency of record last October. Shortly after, it set up an in-house digital agency to take its programmatic buying in-house.
Most recently, its CMO Richard Oppy departed the Australian arm of the business for a global role.
CUB, which has brands such as Victoria Bitter, Cascade, Pure Blonde, spends $25 million and $30 million per annum on media and incudes a large component of sponsorship revenue.
This year, CUB returned with another cracking Carlton Draught spot after suffering a 'big ad hangover' for several years.
Watch the new work from Special Group here:
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