Carlton Dry
August
2025
The Challenge
Drive brand awareness, product trial and generate sales of Carlton Dry 3.5% and 4.5% at major university events.
52,000
drinks samples
The Solution
We created an immersive pub-style activation at major events at Newcastle University and the University of Sydney. With pub-inspired games, students could win Carlton Dry merch and play with friends over an ice-cold beer. We also partnered with 10+ student societies to bring Carlton Dry directly into student parties and club events.
2
target campuses
The Result
Over 3 days, at 2 campuses, and through society events, we sampled 5,200 drinks and saw Carlton Dry become the top-selling product during university events.