Great Northern goes ginger via Clemenger BBDO

10 November 2023

Creative Agency: Clemenger BBDO

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Not too sweet and not too gingery.

Clemenger BBDO, building on Great Northern’s platform of The Beer For Up Here, was tasked with creating a product campaign launching Great Northern Ginger Beer.

Great Northern is recognised as a cultural icon, with a great handle on the beer market and a strong Masterbrand platform.

This is the latest campaign to continue building the platform, enabling the Great Northern brand to boast a multitude of comms, activations, partnerships, and product launches.

“Great Northern is one Australia’s most loved beers," says Zac Gelman, marketing manager at Great Northern.

"This is a significant moment as the brand launches its very first Alcoholic Ginger Beer.

“Great Northern is all about super crisp and refreshing tasting beers specifically designed for the Far North and its climate.

"When developing an Alcoholic Ginger Beer we wanted to continue our tradition of refreshing drinks created especially for the Far North’s endless summers; the result is a delicious crisp and refreshing tasting Ginger Beer; not too sweet and not too gingery- perfect for the hot Australian climate.”

Ant Phillips, group creative director at Clemenger BBDO, says every campaign for Great Northern feels like an epic journey.

"This time we found ourselves venturing far beyond the lush, green rainforests and into the middle of Queensland to capture the beauty of Winton’s iconic red rocks," he says.

"Throw in an impromptu sun shower and this seemed like the perfect spot to launch Great Northern’s Ginger Beer." 

The campaign for Great Northern’s Alcoholic Ginger Beer was launched during the AFL and NRL Grand Finals across TV, OOH, digital video, radio, Spotify and social.


Client: Carlton & United Breweries
General Manager of Marketing: Nicole McMillan
Head of Contemporary Brands: Ben Eyles
Marketing Manager: Zac Gelman
Brand Manager: Verity Jackson
Assistant Brand Manager: Patrick Wallace
Creative Agency: Clemenger BBDO
Chief Creative Officer: Jim Curtis
Group Creative Director: Ant Phillips
Senior Copywriter: Tom Vizard
Junior Copywriter: Ben Hall
Junior Art Director: Nate Va
Craft Designer: Ant Yee
Strategy Partner: Brigitte Bayard
Managing Partner: Scott Balalas
Group Business Director: Ben Peachell
Business Director: Kinsella Bruck
Senior Business Manager: Lauren Mayne
Senior Business Manager: Kieran Cook
Production Director: Lisa Moro
Executive Director – Digital: Claire Bisset
Head of Studio: Matt Gauci
Retouching: Mike McCall
Finished Artist: Sam Tsui

Media Agency: PHD & 1House

Production Company: FINCH
Director: Stephen Carroll
DOP: Jeremy Rouse
Executive Producer: Corey Esse
Producer: AnnaTara Clark-Sneddon
Post Production: ARC Edit
Offline Editor: Dan Lee
Grade Artist: Ben Eagleton
Online Editor: Richard Lambert

Sound: SqueakE Clean Studios
Sound Engineer: Paul LeCouteur

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