Victoria Bitter launches ‘Very Bitter Tissues’ for State of Origin fans in new campaign via Akcelo
Victoria Bitter is back as the official beer of Origin in 2025, and this year it’s adding fuel to the fire between NSW and QLD with the launch of VB’s new national campaign ‘Very Bitter Tissues’ via Akcelo. Designed to stir up cross-border banter, these tissues are a free gesture fans can gift to their mates when their team loses.
The tissues capture everything unique about Aussie banter, offering a bit of sympathy with a hard-earned reminder of who came out on top. Fans can give them completely free as soon as the game is over and before the excuses start rolling in – because Origin’s tough but losing to your mates is tougher.
Each box nods to the opposing Origin colours and features a half-blue, half-maroon design with heartfelt messages of support like “Sorry for your loss,” “You tried your best,” and “Chin up, Champ.” The tissue box lid even doubles as a beer coaster, because win or lose their VB still needs somewhere to sit.
Origin greats from opposing states, Bryan Fletcher and Matt Rogers, are on board to dial up the rivalry and prove that Origin isn’t just state vs. state, it’s mate vs. mate. Because every Origin player and fan knows that a hard-earned effort doesn’t always guarantee the win, but it makes the battle (and banter) worth it.
Says Bryan Fletcher, Former NSW Blues player: “There’s nothing better than seeing your team win the Origin, and nothing worse than hearing about it for the next week if they don’t. These VB Tissues just make it official. I reckon Rogers might need a few boxes by the end of the series.”
Says Matt Rogers, Former QLD Maroons player: “I’ve played in some brutal matches, but nothing hits harder than seeing the winning cheers from the other team. At least now there’s a box of VB Tissues to help soften the blow, especially when it’s Fletcher doing the gloating.”
The campaign will roll out nationally across PR, content, and social media.
Fans aged 18+ can pre-register their interest at vb.com.au/tissues and nominate their team. When the final siren sounds after Origin Games 1 and 2, those who had pre–registered and picked the winning team will receive an email to order their free box of VB’s Very Bitter Tissues. But with very limited numbers available , it’ll be first in best dressed to gift their mates something they never asked for, but will probably need.
Agencies: Akcelo, 1House
Production Companies: Reel Focus, Total Print Control
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