Victoria Bitter celebrates Australia’s changing workforce in new campaign via Clems, Melbourne

Clemenger BBDO Melbourne and Carlton & United Breweries has launched Victoria Bitter’s New Knock Off Times campaign, expanding its brand positioning to celebrate Australia’s changing workforce.

Marking its 50th anniversary of TV advertising, New Knock Off Times celebrates the change in Australia’s workforce that’s taken place over the half century. These days, there’s no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might very well be the beginning of their day.

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The campaign features real hard working Australians, not actors, in their occupations including the traditional tradespeople, miners, firefighters, right through to a local band’s gig taking their workday through to the early hours of the morning – showcasing that no matter what time you knock off, a hard earned thirst needs a big cold beer and the best cold beer is Victoria Bitter

Says Tim Ovadia, head of classic brands at Carlton & United Breweries: “What we love about these ads are they have all the best bits of iconic VB advertising but with a modern insight that acknowledges the changing nature of the knock off occasion. Most importantly they make you want to grab an ice cold VB and remind us how much we love beer.”

Says Russell Fox and Jonty Bell, senior creatives, Clemenger BBDO Melbourne: “This iconic Australian brand doesn’t need reinventing. Instead, we’re incrementally giving it a modern feel while staying true to its historic tone.”

The campaign features TV, out of home and radio over a six week period.

Client: Carlton United Breweries, Victoria Bitter