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Carlton Dry asked us to launch their mid-strength lager: Carlton Dry 3.5%. Competitors already had strong mid-strength offerings in market. So, we needed to launch with a bang.
We transformed a perceived product limitation into a cultural movement by celebrating "the mid" in all forms. By connecting mid-strength beer with the resurgence of mid-riff fashion, we created a visual and verbal platform that turned moderation into a bold choice rather than a compromise, leveraging humour to position 3.5% as the confident choice.
We created a classic Australian beer campaign featuring unexpected characters proudly sporting mid-riff tops—from weathered footy blokes to office workers in belly-baring gilets—all celebrating their love for Carlton Dry 3.5%. Directed by rising talent Hayden Somerville through Clemenger's in-house production arm MADE THIS, the campaign ran across film, digital, social and outdoor with experiential activations, bringing the "Embrace the Mid" movement to life where beer drinkers gather.
