At a time pf the year where in Australia, alcohol brands have to shout louder than ever, we were set the task of creating fame for Carlton Dry at Xmas. Our objective therefore, was to create comms that could truly disrupt and engage Aussies at Xmas. And ultimately, to achieve earned and organic reach with a limited budget. 

To disrupt the typical flood of cheerful Christmas songs, we created our own brutally honest version of Andy Williams’ iconic “It’s The Most Wonderful Time Of The Year” - aptly titled “It’s The Most Wonderful Time For A Beer”. We launched our campaign like you would a song, not an ad campaign. As such, the media strategy had significant weight toward audio platforms. Working closely with radio stations, we even negotiated 2:30 long radio ad spots to air our song in full. Targeted outreach to radio hosts resulted in the song being mentioned and played organically during a number of Drive and Morning shows.

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