It doesn't matter who you are or where you come from, this ad reminds Australia that VB is the great leveller when it comes to beers. This was launched as a national television event, in the style of one of Australia’s popular marches.
When we enherited the VB brand, it was in a 7% YoY decline and the well known brand line of ‘A Hard Earned Thirst’ had been shelved a few years before. This was part of our strategy for the master brand to reduce the decline (we got it to flat).
At the same time we also broadened the product offering through new skews, inclduing VB Gold a lighter strength beer to compete with XXXX and VB Raw, a natrual beer targetted at the younger generation who were rejecting the taste profile of VB. We also went through a complete brand redesign, moving the brandcloser to it’s heritage.
