Danny Celoni, CEO of Carlton & United Breweries (CUB), has resigned following a controversial promotional campaign. The 'Outdoors For A Cause' campaign sparked outrage from consumers, particularly anglers and off-road enthusiasts, who perceived it as an attempt to restrict access to outdoor spaces. CUB pledged to match donations up to $200,000 for the Foundation for National Parks and Wildlife, but the initiative was met with accusations that the brewer was funding land acquisition for national parks, which often charge fees and have stricter regulations than state forests. The campaign was paused, and donations will now be directed towards preserving endangered species.
A week after a promotional campaign sparked a furious backlash from consumers, Carlton and United Breweries’ chief executive officer has stepped down. Danny Celoni, who has led the business division since 2022, will leave in June, it was announced on Wednesday. A spokesman has denied Mr Celoni’s departure is linked to the controversy, saying he decided on the move late last year.
Our donation will instead be used for the preservation of endangered species. “Whether it’s hiking, fishing, 4-wheel driving or just relaxing, Great Northern drinkers use and preserve their precious spots in the great outdoors and we support them.” On Monday, Asahi group chief executive officer Amanda Sellers announced “with great disappointment” Mr Celoni’s departure, saying it was his decision to leave the business.
CUB CEO Resignation Outdoors For A Cause Marketing Backlash National Parks
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