Carlton Dry - Underthink Tank

Thanks to the insurgence of craft beer, it’s been near impossible to make a decision about what beer to drink. Carlton Dry wanted to simplify the whole thing and make drinking beer something that doesn’t need the Enigma Code to solve. What did we do? We took the idea of simplicity and applied it to a beer promo. In a world-first, we put scannable Shazam codes under 90,000 beer bottle caps and let Aussies simply buy beer, Shazam and instantly win cool stuff. It very quickly became the most successful beer promo in CUB history.

Creative Direction/Ideation/Copywriting