Victoria Bitter + Merv Hughes refresh the English laws of cricket in new campaign via Droga5 ANZ
The last time Australia and England faced off, things got a little testy. Words were said, beers were refused, and 250-year-old rules were forgotten. So, with the poms now on local shores for a huge summer of cricket, Australia’s most iconic beer, Victoria Bitter, is keeping history from being repeated – by making sure every English player, coach and fan is absolutely clear on the most basic rule of cricket: stay in your crease.
Created by Droga5 ANZ, part of Accenture Song, the campaign kicks off with a helpful full-page reminder in London’s Daily Mirror, ensuring the English will be refreshed on the stumping rule throughout their tour, with cheeky OOH greeting them at the airport, as well as ongoing activity near cricket venues.
But if England can forget one rule, they can forget them all. So, to prevent any further mix-ups VB has also partnered with Liquorland to print “VB’s Laws Of Cricket’’ on their iconic cans.
To spearhead the campaign, VB has enlisted cricket icon Merv Hughes, a man who knows a thing or two about occupying the crease when the English are in town.
Apart from appearing in the hero film, Merv has also appeared on morning TV, The Grade Cricketer podcast, while also handing out cans to the Barmy Army – ensuring they have VB’s laws of cricket close at hand all summer.
The campaign will be live on social, OOH and screens during the cricket, with the cans available only at Liquorland from November 5th while stocks last.
Says Tessa Whittaker, Marketing Manager, Victoria Bitter: “Victoria Bitter has a long history of championing sportsmanship and Aussie values. When the poms kicked up a fuss in 2023, we went into bat by creating England Bitter. This time around, we’re getting ahead of the game and preventing any further rule-related blunders, by turning our iconic cans into an educational resource for visiting cricketers and fans.”
Says Adam Slater, Creative Director Droga5 ANZ: “It’s tough being an English cricketer in Australia. Not only do you endure the hot Australian sun and beer that’s served well below room temperature – you’re also somehow expected to remember all the rules of that game you invented. We’ve loved working with VB to make life a little bit easier for our dear old English rivals, while keeping the brand front and centre all summer.”
Client: Victoria Bitter
Head of Beer: Ben Eyles
Marketing Manager – Victoria Bitter: Tessa Whittaker
Assistant Brand Manager – Victoria Bitter: Orla Dynes
Agency: Droga5 ANZ, part of Accenture Song
Droga5 ANZ CEO & Accenture Song Marketing Practice Lead: Matt Michael
Principal Director: Michael McEwan
Chief Creative Officer: Barbara Humphries
Executive Creative Director: Hugh Gurney & Joe Sibley
Creative Director: Adam Slater
Art Director: Jacob Redding
Head of Strategy: Dave Collins
Design Director: Raphael Tamkalis
Senior Producer: Eliza Malone
Account Director: April Vawdrey
Account Manager: Isaac Montebello
Production Company: Betty Wants In
Founder/Executive Producer: Chas Mckinnon
Director: Max Greenstein
Editor: Manimal Post
Sound: Bang Bang Studios
Media: PHD
Planning Lead: Tom Lamplugh
Investment Lead: Henry Wilson
Social: 1house
Creative Director: Steph Kitchin
Social Content Creator: Jack Gruber
Producer: Matt Werkmeister
Video Editor: Harry Sanders
Copywriter: Ben McIntosh
Project Lead: Crystal Thornton
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