Pure Blonde targets active Aussies in ‘The Final Stretch’ campaign via Clemenger, Melbourne
In response to the growth of the active lifestyle trend in Australia, Pure Blonde has launched a new brand campaign via Clemenger BBDO Melbourne, that breaks the norms of traditional beer marketing. The Final Stretch campaign kicks off with a TV ad that has greater resemblance to a Nike ad than a traditional beer commercial.
The campaign is designed to position Pure Blonde as the number one beer for active Australians. Fifty four percent of Australian beer and cider consumers now define themselves as ‘Healthy and Active’, meaning they exercise at least once a week and watch the food and beverages they consume. This equates to 8.3 million active Australians who are out there running, swimming and hitting the gym.
Says Richard Oppy, vice president for marketing, Carlton & United Breweries: “We identified that Australians are living more and more active lives but found there was a tension between this and their desire to still be socially active and enjoy a beer with their friends.”
The launch TV ad takes viewers on the journey of what it means to live an active life, both physically and socially, and is designed to appeal to active men and women who work out and go out. Using a “match-cut” editing technique and an uplifting sound track the ad juxtaposes the lead character’s workout regime of boxing, swimming and running with his journey through a bar to enjoy a Pure Blonde with his friends.
The launch of the TV commercial will be supported by a $10 million media investment that also includes ads that feature Pure Blonde’s major 2017 innovation plays, Pure Blonde Cider and Pure Blonde Premium Mid. The campaign will be extended to directly target active Australians with a programmatic digital buy while also being beamed into gyms across the country.
The campaign coincides with the launch of Pure Blonde’s latest innovation, Pure Blonde Premium Mid. This new brew has only 67 calories per 355ml bottle, 0.8 standard drinks but is still full flavoured. It is designed to address the fast growing moderation trend which now sees 59% of Australians actively moderating their alcohol intake, and the reduced beer segment accounting for 20 per cent of total beer.
Says Oppy: “We saw an incredible opportunity to provide a low carb and low calorie offer for the growing number of actively minded mid-strength consumers.”
This innovation is now available in retailers nationally and will be supported with a dedicated TV commercial as part of The Final Stretch campaign.
15 Comments
Ah man. This just sucks. It’s kind of depressing.
Poor Clems…
No credits, not surprised. Pure rubbish.
More beige work from the big brewers.
Absolute travesty what they’ve done to Clems and BMF
So good to see.
No doubt Clems did everything in their power to prevent this being PR’d but the power of a deluded beer marketer won the day.
Credits?
https://www.youtube.com/watch?v=hU52cGQT85k
Let’s pretend this never happened okay?
Everyone has nightmares.
Everything will be fine in the morning.
Good night.
Is that a chink in Clemenger Melbourne’s armor i see?
When an agency that consistently produces the best work in the country, and some of the best work in the world, produces something where the brief is so obviously showing, take a wild stab at who actually wrote the ad.
I’ve been in this position before, on another beer account, at another agency, and it absolutely sucks donkey nuts. Unfortunately, my name made it onto the credit list that time. I’ve been sitting in this cave with a paper bag over my head ever since.
No judgement from me Clems.
Juniors, grads and students. Now that you can’t even make a decent beer commercial at the best advertising agency in Australia, let me direct your attention to the slightly less boring but financially rewarding field of Actuarial Analysis.
You’ll have the same amount of egos but when you say to your clients ‘this is a really bad idea’ they’ll actually listen to you. As an added bonus, you won’t be fired for being ‘too old’ (read: too expensive) the day you turn 42.
“We identified that Australians are living more and more active lives but found there was a tension between this and their desire to still be socially active and enjoy a beer with their friends.”
What a truly earth shattering insight.
Hope that was worth the $200K or so you probably shelled out to some research agency … before using this mind-bending epiphany to secure your all-important internal business case … before using this drivel to form the basis of a brief that was probably called ‘Project Disruption’ …
Research these days should be rebranded as ‘ass covering’ … as long as ‘brand managers’ can point to the circled bit on a spider chart that says ‘sweet spot’ then anything that ensues can be explained away in a boardroom.
We’re all too quick to blame the creative output these days, not the research.
Garbage in. Garbage out.
Did Graham do this?
I hope so, he was the only person designed to survive a car crash on this scale.
This Pure Beige, not Blonde.
Promotional 2XU vouchers not much use to aged persons with limited mobility or whose size does not come within the limits for advertised goods.
Your ad is misleading in what can be redeemed from voucher, I was expecting a $20 refund on my next purchase.