A range of Carlton endorsed products had been brought to market over a long period of time resulting in a disparate collection of brands that bore little relationship with each other.
Carlton Draught was experiencing solid growth in an otherwise flat mainstream beer segment. A lot of effort & money had been poured into building Carlton Draught - a single product brand and CUB sought an opportunity to capitalise on this.
Various architecture models were generated until a split Branded/Co-Driven/Endorsed model was agreed to. A Carlton Masterbrand was generated liberating itself from Draught and bringing credentials to the new family of Carlton beers. Rationalisation of bottles and change parts helped put a twinkle in the accountants eye.
Work conducted whilst at Davidson Branding