Victoria Bitter: Reviving a once loved Aussie icon

This case study discusses how Victoria Bitter, the Australian beer brand, began to rebuild the brand's image.

Victoria Bitter: Reviving a once loved Aussie icon

Agency: Clemenger BBDO Melbourne

Advertiser: Victoria Bitter

Authors: Matt Kingston and Mike Derepas

Total Campaign Expenditure:$2 – 5 million

Executive Summary

After eleven years of decline, many saw VB as a lost cause.

Aussie men were drinking less beer, and the beer they were drinking was more international, more premium, and just more interesting.

VB had become a tired symbol of middle-of-the-road, ocker 'Straya & not interesting or aspirational to anyone.

By publicly apologising for some unpopular decisions and by reinterpreting and reigniting the brand's lost values, we...

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