Victoria Bitter calls on Aussies to brew a VB Tea in newly launched campaign via Clemenger BBDO
Victoria Bitter and Clemenger BBDO are calling on cricket fans to put down the English Breakfast and brew a quintessentially Aussie cuppa with the launch of the brand’s latest product innovation, VB Tea.
The limited-edition tea has been developed using the brand’s iconic Super Pride Hops and premium black tea leaves, and has been formulated as the perfect accompaniment for the countless fans staying up to cheer on Australia as they take on the Poms in England.
Launching today on Victoria Bitter’s merchandise store, the product will be supported by social comms, PR and influencer engagement. So, whilst fans are in their jammies giving it to the Barmy Army, VB Tea will help them tackle the late nights and early mornings, ensuring they don’t miss a wicket.
Says Chris Maxwell, marketing director, Victoria Bitter: “We know how much Australians love cricket, and the long hours and sleepless nights they put themselves through whenever there’s a series in the UK.
“So, we wanted to reward their hard work in supporting Australia by creating the perfect alternative to English Breakfast to sip on, as we go to battle with the Poms in what’s sure to be a hard-fought series. After all, there’s no time to snooze – especially if the Poms are losing.”
Says Evan Roberts, executive creative director, Clemenger BBDO: “Staying up into the wee hours to support the team, then going to work a few hours later is hard work. Now fans can knock off with a nice hot cuppa based on a big cold beer.”
VB Tea is available to purchase for $10.00 (excl. delivery) for a limited time online, while stocks last at www.victoriabitter.com.au.
Victoria Bitter encourages responsible drinking. VB Tea contains zero alcohol.
Client: Carlton & United Breweries
Classic Brands Director: Chris Maxwell
Associate Director, Victoria Bitter: Hugh Jellie
Assistant Brand Manager, Victoria Bitter: Emma Turner
Creative: Clemenger BBDO
PR: Clemenger PR
Production: Flare
DOP: Betty Wants In / Chas Mackinnon
Sound House: Squeaky Clean / Ramsay Demarco
10 Comments
What a pity this didn’t come out at the launch of Dry July.
It could have made for such a nice response to that considering booze sales go down during this period.
https://www.facebook.com/CarltonDraught/photos/10152845326770352/
yeah, but did they actually do it?
Love it. Nice way to insert the brand into a series that will be happening at a time when you cannot really be encouraging people to drink. Plus, the branding on the tea itself looks ace.
Fun(ny) and ‘responsible’. Well done. I’m gonna get me some.
That’s ace.
Good on ya Carlo, Ray and team.
Excellent directing Carlo Mazzarella.
Matter of fact… I’m sipping one now.
This is pretty bloody good. Well done Clems x CUB.