To do this the campaign introduces the Underthink Tank, a crack team of 'Underthinkers' who solve life's most overthought problems, including what to order on a menu, what to do if you forget someone's name and whether to give someone a handshake or a hug, all from within a giant, keg shaped headquarters. 

Says Evan Roberts, executive creative director, Clemenger BBDO, Melbourne: "In this increasingly complicated world, Carlton Dry offers us simplicity. Smooth, refreshing simplicity." 

Says Paul Reason, head of contemporary brands at Carlton United Breweries: "We haven't had a big communication campaign on Carlton Dry for a few years. We are very excited to bring Underthink It to the market because we think it is highly relevant & will resonate strongly with our target audience."

The campaign launches with multiple 30" and 15" TVCs. It also extends across radio, social, on-premise and festival activity, plus a national consumer promotion in partnership with Shazam.