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.
Click on the image below to play the Hands video in YouTube (HD)
Click on the image below to play the Sweat video in YouTube (HD)
Click on the image below to play the Shirt video in YouTube (HD)
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.
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.