Carlton Dry Launches ‘The Underthink Tank’ in Latest Campaign by Clemenger BBDO

Clemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, called ‘Underthink It’.

Based on the insight that our increasingly busy and complicated lives have resulted in a tendency to overthink the little things – from what to wear, what food to order, even which beer to drink – Carlton Dry hopes to stop beer lovers from sweating the small stuff and get back to having fun.

To do this the campaign introduces the Underthink Tank, a crack team of ‘Underthinkers’ who solve life’s most overthought problems, including what to order on a menu, what to do if you forget someone’s name and whether to give someone a handshake or a hug, all from within a giant, keg shaped headquarters.

Evan Roberts, executive creative director, Clemenger BBDO, Melbourne said: “In this increasingly complicated world, Carlton Dry offers us simplicity. Smooth, refreshing simplicity.”

Paul Reason, head of contemporary brands at Carlton United Breweries added: “We haven’t had a big communication campaign on Carlton Dry for a few years. We are very excited to bring Underthink It to the market because we think it is highly relevant & will resonate strongly with our target audience.”

The campaign launches with multiple 30″ and 15″ TVCs. It also extends across radio, social, on-premise and festival activity, plus a national consumer promotion in partnership with Shazam.


Agency:  Clemenger BBDO Melbourne
Creative Chairman:  James McGrath
Executive Creative Director: Evan Roberts, Stephen de Wolf
Senior Creatives:  Adam Barnes, Jonty Bell, Nick Jamieson
Shopper Creative Lead: Nick Jamieson
Executive Producer: Sonia Von Bibra
Senior Producers: Lauren Anderson and Lisa Moro
Group Account Director: Adam Kennedy
Project Director: Alicia Lowndes
Project Manager: Caroline Scott
Business Manager: Luke Slater
Planning Director: Mike Derepas
Digital Planning Director: Neville Doyle

Production Company: FINCH
Director: Alex Roberts
Managing Director/EP: Corey Esse
Producer: Kate Merrin
DOP: Matt Toll
Prod Designer: Lucinda Thomson
Editor: Michael Houlahan
Colourist: Martin Greer
Online: Jamie Scott
Post House: The Institute of Post Production & FINCH VFX
Sound House: Flagstaff Studios
Sound Engineer: Paul Le Couteur

Client: Carlton United Breweries
VP Marketing: Richard Oppy
Head of Contemporary Brands: Paul Reason
Brand Manager: Paige Dawes

Source: Campaign Brief

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