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 earned back respect for VB and returned it to growth for the first time in a decade.

This paper highlights the first brave steps in returning an Australian icon to its former greatness.

Strategic communications challenge