We create high impact activations for the brand’s we work on day to day, engaging the audience, driving interest and desirability, delivering hugely effective results.
We brought the gold rush to two of Australia’s biggest beer brands for a promotion that ran throughout August 2019 in NSW, QLD and WA for Carlton & United Breweries. We created highly limited gold cans, Carlton Draught (edition of 50) and Victoria Bitter (edition of 100) had special promotional cartons and supporting point of sale promoting the chance of finding a gold can to win prizes such as a decade of AFL or NRL Grand Final Tickets. The initiative created new news and interest for the brands individually to support end of the sporting season.
After the invigoration Victoria Bitter, we wanted to drive the brand forward connecting to new users on a platform which is world-renowned giant in digital music. Victoria Bitter has traditionally been associated with sport in Australia, and in recent years built further within the music space with initiatives such as VB Hard Yards, which supported emerging Australian rock bands.
VB partnered up with Spotify to get drinkers to build the ultimate ‘knock-off’ playlist, the tunes that are the perfect way to finish the day with, whilst also giving away promotional subscriptions and gifts along the way. The promotion ran for a limited time and featured on outer cases throughout 2019. The best tune to finish the day with? Well, we’ll just have to wait and see...
What Came Next_ was commissioned by Carlton Draught to design a world first. With that in mind we created a limited edition beer can to celebrate Australia’s greatest living racehorse. To connect with Carlton Draught’s audience’s pride and passion for racing, WCN_ dressed the iconic red can in Winx’s blue silks and brought the Carlton Draught Clydesdale onto the racecourse with the addition of a jockey.
The release follows the unstoppable mare’s record-breaking 27th consecutive win at Royal Randwick. The Winx edition is available trackside and limited venues on race day, limited to 30,000 cases.
To celebrate the 2018 AFL Final Series WCN_ created a limited release team specific tap badge take over with Carlton Draught. The installation was targeted to close proximity to the stadium, allowing the fans to be able to show their support in the local bars. The initiative extended through to exterior venue signage which enabled the Carlton Draught brand to further deepen it's engagement with its sport connection.
To breathe new life and excitement into Australia’s longest sporting partnership, WCN_ created limited edition Carlton Draught cans for the 2018 AFL showdown matches in WA and SA. The vibrant, bespoke team cans enabled fans to show their support, becoming instantly collectable, delivering impressive results from their limited release in market.
Victoria Bitter identified an opportunity to create some high impact activation to show their support to the 2018 State of Origin, with a limited run of cans which pitched the two states against each other. The result was a successful campaign which brought new news to the brand around the event, selling through Australia’s major outlets.
We have been instrumental in the creation of the Yak Ales family over the years. To help celebrate and drive the brand’s diversity in 2018 we created a Pride Yak Carnival Ale for Sydney’s Mardis Gras. Sold at limited venues for a two week period this was a fun and bold statement for the brand that helped show it’s support.
Victoria Bitter is undoubtedly the most iconic beer in Australia. Brewed here since 1854, it has been part of the fabric of Australia and a symbol for hard work for generations. We designed a heritage edition and supporting suite of activations to remind and celebrate the historic roots of the brand, breathing a bit of new (old) life into the brand for 2017.
Creating strategically innovative, attention grabbing activations for the brands we work on helps add value and start new conversations. Each bespoke and true to the brand values it is an effective way to build desirability and interest with the audience today who demands engagement.
For Carlton Draught we created a limited edition (initial production 20,000) celebratory AFL Premiers can to cement the 2017 tournament winners in history. Richmond Tigers secured their victory, starting the printing press rolling overnight. The activation was so successful it saw supporters driving across the whole of Victoria or bidding online for amounts upwards of $600 to secure a case of the exclusive Richmond Draught.
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