Victoria Bitter encourages Aussies to swap solar power for beer with the launch of the VB Solar Exchange via Clemenger BBDO, Melbourne
Victoria Bitter and Clemenger BBDO Melbourne have launched the VB Solar Exchange – a new program that enables beer lovers to trade their excess solar energy for slabs of Victoria Bitter.
So, whether you’re giving the house a clean, playing with the team, or just wanna go green, your solar panels will be working hard to get you slabs of VB.
The Solar Exchange program allows participants to exchange credit on their power bill – obtained from generating excess solar at home – for VB. Every $30 worth of credit can be exchanged for a slab, which is then delivered straight to your door.
The campaign has rolled out nationally with a TVC, animation that explains the program, social, digital, a national PR campaign, and dynamic OOH that displays how much beer Australians could be earning based on the weather in each state.
The launch of the program follows Asahi Beverages’ acquisition of Carlton & United Breweries last year. The program is part of Asahi’s ambitious sustainability agenda, which includes a goal to be powered entirely by 100% renewable energy by 2025.
In 2018 CUB adopted renewable energy as the way forward with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from the giant solar farm outside Mildura.
Solar Exchange has been developed in partnership with the 5-star rated1 energy retailer Diamond Energy, and Power Ledger, a blockchain-powered software platform that facilitates the Solar Exchange. VB will receive the solar credits it obtains under the exchange from Diamond Energy and re-invest them back into the program or towards the business’ broader sustainability goals.
Customers who sign-up to the program can track how much beer they’ve earned based on how many solar energy credits they have exchanged with VB, with slabs being delivered each quarter.
Says Jim Curtis, executive creative director, Clemenger BBDO Melbourne: “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.”
Says Dal Evans de Almeida and Michael Hughes, senior creatives, Clemenger BBDO Melbourne: “The VB Solar Exchange gives the term ‘people power’ a whole new meaning. We are very happy to see it go live.”
Says Brian Phan, general manager marketing, Victoria Bitter: “Last year we put the Australian sun to work and started brewing VB with 100% offset solar energy. Now we’ve launched this program to thank those who have made the effort to go solar with some hard-earned VB.
“The only thing better than drinking the Big Cold Beer in the Aussie sun is earning beer while you do it. Plus, it’s a real win-win for beer lovers and the environment.
“There are currently limited spots available. While we want to have more people exchanging solar credit for beer down the track, for now any beer lover who wants to participate should sign-up quickly at www.vbsolarexchange.com.au.”
To apply for the program, energy consumers with solar excess, need to switch their electricity retailer to Diamond Energy, and agree to the VB Solar Exchange terms and conditions*.
The program is available to residential householders only who are aged over 18.
VB’s Solar Exchange program is open to residents of VIC, NSW, QLD (Energex regions only) and SA.
Further information including eligibility requirements and terms and conditions are available online at www.VBsolarexchange.com.au.
Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
Head of Classic Brands – CUB: Hayden Turner
Marketing Manager – Victoria Bitter: Marc Lord
Graduate Management Trainee – Victoria Bitter: Elannah Young
Creative: Clemenger BBDO Melbourne
Media: PHD
Social: CUBHouse
PR: Clemenger PR & Multiplier Media
Betty Wants In – Production
Dom Meehan – Director
Joel Egan – Cinematographer
Drew Dunlop – Executive Producer
Ally Curtis – Producer
Martin Greer – Colourist
Eugene Richards – Online Editor
Squeak E Clean – Sound House
Dee Gjested – Sound Engineer
Alice Vanderway – Producer
Flutter – Animation & Illustration
Stephen Elliget – Animation Director
Li Liang Johnson – Executive Producer
Ben Sanders – Illustrator
27 Comments
I endorse this.
I like beer. What do I need to do to get a free case?
Well, you need to register your interest in the Solar Exchange with us.
Then switch energy providers. Diamond Energy, they’re great! Trust us. Then they will be in touch by email to confirm you’ve been accepted to the program.
Once set up, Power Ledger’s software will begin receiving your excess solar energy data and you can begin tracking your beer exchanges. It’s kinda like crypto, but for beers.
Then you exchange your excess solar with CUB at no extra cost.
Did I mention you must switch to Diamond Energy as your energy retailer? They’re great!
Few more things, you must be connected to the grid, be a residential customer, with 6kW’s of solar or less, in NSW, VIC, SA or QLD (Energex only), with a retailer only feed-in tariff. Oh, and you must have a bi-directional interval meter.
Easy…
Where it doesn’t really matter ow many people actually do it.
It’s still an idea to base an ad around.
I like it.
But, as the poster above points out, solar users (who are notoriously picky when it comes to selecting providers) will be suss of switching.
Anyway, like I said, doesn’t stop the campaign rolling out, so who cares about the technicalities really
Feels a bit too similar to Brewtroleum.
And how much energy did you expend on that comment? It’s a cool idea.
I really like this.
Admirable way to get people to trade money to reduce electricity bills for beer, but — given only people over the age of 40 are likely to own a house (and therefore solar panels), doesn’t this just cement VB as an old man’s beer?
👍
Nothing about this feels VB
Bang on brand for Clems, but agreed, not for VB
You mean the same old men who are generally not as gung-ho about green or renewable energy sources?
By your own logic, this campaign is perfectly targeted then. Not many “young people” need to be incentivised to go a bit greener.
VB’s hardcore is dying, they need younger punters. What do the next generation of drinkers care about? Ooh, let me see…. the climate?
Unlike every other brand paying lip-service to sustainability, kudos to VB for actually doing something.
Big posters. Check.
Case study already made. Check.
Jury friendly saving the world theme. Check.
Pretend it’s huge but only a few hundred spaces: check.
Award bait. And nothing to do with beer.
Am I the only one missing the connection to beer here?
When will people learn?
99.9% of Australians have never heard of Brewtroleum.
I’ll be looking for a new beer to drink, bugger these fake do-gooders.
When was the last time CUB / Clems did something that everyone really loved? Like REALLY loved. I’m thinking at least 10 years? This is one of those ideas that probably sounded like it was going to be loved, but unfortunately for all wont be remembered in 12 months. Lots of money. Lots of effort. How frustrating for everyone involved.
This is a cool idea that doesn’t target the people that would traditionally care about solar, so well done on what would have been a tough sell.
Clems will no doubt make (or already have made) a killer case study video for what is another lacklustre idea adapted from existing campaigns that doesn’t actually work in real life (the guy behind the counter at 7-11 was convinced he was going to lose his job when I tried to use my Hungerithm code a few years ago).
Ah well, scam on Clems. It’s clearly worked in the past.
This is a really creative idea. Nice one!
More than two million, or 21 percent, of Australian households now have rooftop solar.
The other 80% might now be compelled to get solar…
A micro-conversion of those with solar will provide a great brand story and generate a lot of WOM and I’m assuming that the Diamond Energy referrals will power the cost of the campaign, so it feels like a win-win to me.
Either way, VB’s just further cemented their greenwashing status for the beer.
Any ideas how I can generate a lot of WOM?
What even is WOM?
Parent company Asahi have committed to 100% renewables throughout their business by 2025, so it’s a diktat from on high that’s been given a Strayan creative dressing.
Yeah about 7 people will qualify to redeem but it gives solar another nudge towards the mainstream which is inarguably a good thing to do.
God and I thought a barrier to entry was one too many click throughs.
Try taking your hand off your genitals for a second and rotating 5 times exclaiming ‘I don’t know how to do my job’ and then let everyone know what happens.
That’s crep some people got no food on the table y beer y not food