Victoria Bitter back with Hard Earned Thirst

Carlton & United Breweries is celebrating the return of the full strength 4.9% Victoria Bitter beer in Australia with an integrated advertising campaign reaffirming the age-old tag line, “Hard Earned Thirst”. Three television commercials, “Hands”, “Sweat” and “Shirt”, celebrate the culture of labouring men and weekend do-it-yourself men, promoted with the phrase, “Matter of fact you can watch them now”. Print, outdoor and digital work build on the letter of apology from CUB executive director, changing back to “Victoria Bitter” rather than VB, and picking up again the ways men earn their thirst.

Victoria Bitter Get It Now

Click on the image below to play the Victoria Bitter Hands video.

Click on the image below to play the Shirt video.

Sweat. On your brow, on your back, on your upper lip – you’ve earned this beer now. Click on the image below to play the Sweat video.

Behind the Scenes

The men featured in the new spots were either experienced tradesmen or simply skilled, capable blokes. To provide a unique, close-up view in all spots, tiny cameras were attached to everything from chainsaw blades, to sledge hammers and from ute trays to paint rollers, going through rigorous testing to ensure they could withstand the impact of honest, hard work.

Victoria Bitter You can Get It Filming an Ad
Victoria Bitter Is Back
Victoria Bitter Letter From Ari

VB Hard Earned Thirst Credits

The Hard Earned Thirst campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, executive creative director Ant Keogh, creative director/copywriter Jim Ingram, creative director/art director Ben Couzens, agency producer (TV) Sevda Cemo, agency producer (print) Ben Nash, stratetic planner Mike Derepas, account managing partner Paul McMiollan, client services director Simon Lamplough, account director John Meagher and account manager Georgia Field, working with CUB Victoria Bitter team Andy Gibson, Andy Meldrum, Richard Oppy, Craig Maclean, Mim Orlando and Belinda Brosnan.

Filming was shot by director Mark Molloy via Exit Films director of photography Jeremy Rouse (main unit) and Ryle Brown (2nd unit), producer Alice Grant.

Editor was Rohan Zerna at The Butchery. Post production was done at The Refinery by Flame artist Eugene Richards. Sound was designed at Flagstaff Studios by sound engineer Paul Le Couteur.

Packaging was designed at Cowan Design. Media was handled at Mediacom. PR was handled by Liquid Ideas. Below the line work was done at Apollo.