The Great Northern Beer Drama That Sparked Outrage
In a shocking turn of events, Carlton & United Breweries (CUB) CEO Danny Celoni has called it quits.
His resignation comes hot on the heels of a marketing disaster that had Aussie outdoor enthusiasts fuming. What went wrong?
A seemingly innocent environmental campaign turned into a full-blown PR nightmare!
When Good Intentions Go Wrong
Great Northern, known for its connection with outdoor lovers, tried to do something nice for the environment.
They promised to match donations up to $200,000 for the Foundation for National Parks and Wildlife. Sounds great, right? Well, not to everyone!
Why Did Outdoor Enthusiasts Get So Angry?
The backlash was intense! Many beer drinkers feared this campaign would lead to their favorite hunting, fishing, and 4WD spots being turned into restricted national parks.
Social media exploded with angry customers threatening to boycott the brand. One Facebook user summed it up: “Dammit! Will have to find a new beer now!”
The Big U-Turn
Facing massive pressure, Great Northern quickly changed course. They’ve now promised to redirect the money towards protecting endangered species instead.
Marketing head Zac Gelman tried to smooth things over, saying they support all outdoor activities, “whether it’s hiking, fishing, 4-wheel-driving or just relaxing.”
What’s Next for CUB?
While the company claims Celoni’s departure was planned before this drama, the timing has raised eyebrows.
He’ll stick around until June to help with the transition, leaving behind what Asahi CEO Amanda Sellers calls “a lasting legacy.”
The Bottom Line
This story shows how quickly a well-intentioned marketing campaign can go south in today’s charged social media landscape.
Great Northern learned the hard way that even environmental initiatives can backfire if they don’t read the room right!