Pure Blonde returns to ‘A Place Purer Than Yours’ in new campaign via The Monkeys
Australia’s much loved ultra-low carb beer Pure Blonde has partnered with The Monkeys, part of Accenture Song, to relaunch the iconic brand.
By re-establishing the original ‘A Place Purer Than Yours’ platform, Pure Blonde is returning to its lush, forested roots: by imagining a world uncorrupted by modern life.
Says Ant Keogh, chief creative officer of The Monkeys: “The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse. So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure.”
The film, directed by Freddy Mandy through FINCH, features a trespasser in the world of Pure Blonde, who is confronted by locals who will go to any lengths to protect the purity of the beer.
Says Tessa Whittaker, marketing manager Pure Blonde at Carlton & United Breweries: “It’s great to get back to the delicious, natural world that originally launched Pure Blonde. This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer.”
The campaign goes live from the 5th of May in Australia and New Zealand, across broadcast television, OLV, OOH, social and digital audio.
Client: Carlton & United Breweries
General Manager – Marketing: Nicole McMillan
Head of Contemporary Brands: Ben Eyles
Marketing Manager: Tessa Whittaker
Assistant Brand Manager: Patrick Wallace
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Head of Design: Raph Tamkalis
Creative Directors: Hugh Gurney & Connor Beaver
National Head of Production: Romanca Mundrea
Senior Producer: Eliza Malone
General Manager: Sophie Gosper
Group Account Director: Alex Ashby
Senior Account Director: Jenny McLarney
Account Manager: Isaac Montebello
Production Company: Finch
Director: Freddy Mandy
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Nikki Walker
Production Manager Melb: Darcey Taylor-Morrison
DOP: Gin Loane
Post Partners: The Editors
Editor: Jack Hutchings
Executive Producer: Charlotte Griffiths
Producer: Maxine Zanoni
Colourist: Dave Gibson
Online & VFX: Alt VFX
Executive Producer: Tyrone Estephan
Producer: Caroline Macleod
VFX Supervisor: Dave Edwards
VFX Lead: Jay Hawkins
Sound: Squeak E. Clean Studios
Executive Producer: Ceri Davies
Senior Engineer: Paul Le Couteur
Music: Ben Talbot Dunn
Photography: The Kitchen
Photographer: Toby Burrows
Producer: Federica Genovesi
Retouching: Dave Mercer
Media Agency: PHD Melbourne
Planning Director: Tom Lamplugh
Investment Manager: Erin Baker
Account Executive: Priya Rao
In House Agency: 1House Asahi Beverages Australia
Digital Planner: Cindy Luu
Channel Specialist: Victoria Scholten
Brand Partner: Rachel Linacre
Project Lead: Benjamin Deville
Media Manager: Christina Coco
48 Comments
It’s great to see this sort of levity in (beer) ads again. I hope clients are paying attention.
Where was the budget for wigs???
!!!!
Great performance, well crafted, fun, funny. Good job. Please sell lots of beer so more work like this gets made.
God, I hope so.
We’ve been up our own rear for far too long.
I hear she hikes now
Thank you for writing this and letting some people make this.
I used to work on this brand in the Clems days and it was humourless and generally dire. Well done to the Monkeys for managing to remind the clients formerly known as CUB what good beer advertising is supposed to look like.
Can I get a hell yeah?
This rules.
Tough category done well.
That would have to be the funniest beer ad in ages. Well done you funny little Monkeys
Awesome. Great performances.
Funny. For advertising.
Smart. In so many ways. Bastards.
feels familiar
…is the second word in the press release.
Gold…..oops, sorry, Blonde.
Perfect
What other beer brands have The Monkeys nabbed from Clems? VB, Pure Blonde….. is Carlton Draught next?
Comedy is hard.
Not bad. Fun and relevant to the brand.
So SO good.
… but “iconic brand” is a stretch
Bringing CUB back to their rightful owners. Onya Macca, Mike and AK
True creative freedom delivers results. There’s a reason The Monkeys keep delivering the goods… Nice craft too.
Sure…… But there was a lot of very average beer work done for years at The Monkeys for CUB
I like it a lot. But I really like the original:
https://www.youtube.com/watch?v=ml3ybCxxMRk&
This is a decent 90’s / 2000’s ad, but it’s really just a remake of ads that Clems made (admittedly some of the people that made them are at the Monkeys now). Given the latest chat that wearout doesn’t really matter… why bother re-making old ads? Why not just re-run the old ones and save yourself a few $100,000’s? Just seems a waste of production $’s if you’re not going to add anything new to the storytelling approach or innovate in channels? Thanks Ritson for your POV – https://www.marketingweek.com/consumers-tired-ads-marketers/
Some reasons to consider:
It was previously shot 4:3.
Roll-over right for everything – incl ‘cherry pie’.
Humour beats change (and wear out).
A ‘fresh look’ in 2000’s is dated by the 2020s.
And yes, Ritson talks about distinctive assets = Arguably the Bottle/Brand
And memory structures and places = Arguably the ‘pure world’ values
Byyyye.
Do agencies get paid royalties every time an ad airs? Not anymore. So how do they make money?
Really? I thought their work was better than most. What average work you referring to?
A big budget, funny TV ad that reeks of Clems in its heyday. Wait … what am I saying …? It IS Clems in its heyday!
So good. If only the client didn’t make them put the word ‘delicious’ into the ‘There’s all these beers here’ line. It can’t be because people talk that way, but maybe it’s because, as the client says, “It’s great to get back to the delicious, natural world …”
the ugh from the guy could have been a little bit more deadly. But am just being nitpicky. Well done all.
Needs more Cherry Pie.
This one isn’t funny. First one wasn’t either but it made people smile.
Men love beer. Women serve men. Men are stupid.
https://www.youtube.com/watch?v=Tjmrs3uiCXk
Killer
If you can’t see how that reference (that’s but a few years old) references Pure Blonde brand work over the decades prior…. I’m not sure you should be on this blog. Please do your research before drawing a long bow that misfired badly. (And before you say or think it, no I don’t or didn’t work at any of the agencies that did any of that work).
I seriously doubt the Irish Spring creators would reference a commercial from Australia that’s 14 years old.
You may not work at Accenture Song, but you sure sound like you do.
You’ve completely missed the point…
Oh… so it’s the amount of time passed that changes how referencing works is it?
Monkey part of Accenture Song see,
Monkey part of Accenture Song do.
It’s difficult to reference an obscure reference point. I mean, it’s not like the original Pure Blonde work crops up regularly here as an example of gold standard creative, never mind overseas in the US or UK. So yes, the age and relative obscurity of the original ad makes it very doubtful indeed it inspired the people behind the far superior Irish Spring commercial. Keep clutching though.
Congrats everyone, this is the most exhausting comment section of the week.
Dude… So ancient and stale I can smell it from up here. Do better, Monkeys.