# Toast Jacket Beer Ads Carlton Dry's Hello Beer Campaign Uses Dry Humor to Advertise a Dry Lager By Michael Hines | Published 2012-12-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/carlton-dry-hello-beer References: [thatsnerdalicious](http://www.thatsnerdalicious.com/beer/carlton-uses-man-in-toast-shirt-to-sell-beer/) & [carltondraught.au](http://www.carltondraught.com.au/ageVerification.php) Australian beer company Carlton Draught is taking a unique route in its Carlton Dry Hello Beer ad campaign. You might remember Carlton for their awesome 70s car chase commercial that is being hailed as the [best beer ad of 2012](https://www.trendhunter.com/trends/a-lovely-day). The beer company has once again hooked up with Clemenger [BBDO](https://www.trendhunter.com/trends/back-rack-hack) of Melbourne (the creative agency behind the aforementioned commercial) to create a series of [quirky print ads](https://www.trendhunter.com/trends/try-more-weird) to advertise Carlton Dry. The ads are a continuation of the Carlton Dry Hello Beer campaign, a campaign which ran over summer and encouraged Aussies to "live in the now." These campaign's latest ads aren't quite encouraging young Australians to live in the now. Instead, they seem to be advertising the beer's dry taste in a strange way. After all, nothing says dry like a suit made of toast and an ocean full of sanitary wipes. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 14% | Activity: 33% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Quirky Print Ads:** Opportunity for disruptive innovation in creating unique and attention-grabbing print advertisements. - **Dry Humor Advertising:** Opportunity to use dry humor in advertising campaigns to create a distinct brand image. - **Live in the Now Campaigns:** Opportunity to develop campaigns that promote living in the present moment and embracing the current lifestyle. ### Where This Applies - **Beer Manufacturing:** Disruptive innovation opportunity in creating new beer flavors and marketing them through creative advertising campaigns. - **Creative Advertising:** Opportunity for disruptive innovation in developing new and unconventional advertising techniques. - **Fashion and Apparel:** Opportunity to innovate by designing clothing with unique and attention-grabbing materials. ## Related on Trend Hunter - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [AI-Inspired Beer Ads](https://www.trendhunter.com/trends/solar-wave.md) - [Beer Anti-Fakeness Ads](https://www.trendhunter.com/trends/antifakeness-ad.md) - [Alcohol-Free Celebration Campaigns](https://www.trendhunter.com/trends/cheers-with-no-alcohol.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Connected Beer Jerseys](https://www.trendhunter.com/trends/running-of-the-beer-ads.md)