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...