Sustainable Publicity for Carlton

• Monday, 31 May 2010
• By Sam Martin
• Share This

I'd heard about the Carlton Clydesdales prior to seeing them in person for the first time on the weekend. The idea behind this successful and ongoing publicity campaign is to take viewers back in time, to the days of when beer was transported from town to town by means of horse and cart using the mighty Clydesdale breed of horse. So, I was sitting at the Blues on Broadbeach festival on the weekend enjoying a coffee and listening to the music, when my attention was immediately drawn to the sheer size of these horses trotting along the boulevard, in front of a crowd of thousands who had also taken their eyes off the music to witness the spectacle. This mobile advertisement stopped traffic and captivated festival goers who were multiply drawn to the many Carlton Draught brand banners on display. What a great idea, an innovative strategy to grab attention for a brand, and in Carlton's case it directly aligns with the companies culture and values.