CUB launches Victoria Pale Lager with wide ranging outdoor media campaign via Droga5
Carlton United Brewers has launched Victoria Pale Lager, billed as a super-crisp, refreshing beer using 100 per cent pale malt, that’s easy-drinking and is served in a unique new bottle.
The beer will be launched with an extensive marketing campaign via Droga5 Sydney, with a wide-ranging outdoor media buy. Billboards and other outdoor media will command the majority of the marketing spend, along with a comprehensive point-of-sale program. Sampling and PR will support the activity, aiming to build word-of-mouth and ambassadorship for the brew as it hits the shelves.
Says Andy Meldrum, general manager of marketing, CUB: “Aussie drinkers have been crying out for a really refreshing beer that still delivers on flavour. Vic Pale is the perfect choice to enjoy at the start of the night, when you’re relaxing with your mates and catching up on the week’s events over a few beers.”
Victoria Pale is served in a new green glass bottle, specially crafted for the new brew, which draws inspiration from the masculine shape of the traditional stubby, but takes it to a new premium space.
The stubby shaped bottle features the Victoria Pale Lager logo embossed into the glass of the bottle. A small neck label has also been added to provide additional information on the beer, complementing the overall design.
“Whether you’re kicking-back in the sun, catching-up with friends or just after a great tasting, easy-drinking beer, then Vic Pale is the answer. The brew is top notch and the bottle is unique; we reckon it will be a big hit with Aussie drinkers,” says Meldrum.
Agency (ATL): Droga5, Sydney
Media: Mediacom (Melbourne)
BTL: Apollo Marketing
Packaging: Cowan, Melbourne
Client: Carlton United Brewers (CUB)
General manager of marketing: Andrew Meldrum
Senior brand manager: Craig MacLean
Brand manager: Mim Orlando
Trade marketing manager: Jo Jericho
15 Comments
I hope the aromas are more subtle than the retouching.
Yes, it’s probably premature to judge the campaign by this little strip ad but I find myself increasingly disappointed with the lack of fresh, bold, contemporary advertising issuing forth from D5. I was led to expect that they’d be to the twenty-first century what The Campaign Palace was to the twentieth.
Nice insight in there, but baaad outdoor.
Does that big close-up of the beer half-way down the page sit somewhere near the outdoor installation? It needs it.
VPL.
Awesome!
I’d rather look at a Visible Panty Line than this dross.
and they wonder why they got sold and slammed for appalling brand management by SAB
what a load of crap from the GM of Marketing
…20% better.
The dude in the middle really disrupts the copy flow..
On glance, it reads ‘Super Crisp The Session, Vic Pale Lager Starts Here’.
7 pack shots in there though.
Oh dear.
Will this insane destruction of one of the world’s great breweries never end?
And is there anyone left in Australia who has an inkling of how to create beer advertising?
You all post absolute crap. Great beer, great company…
Hey Scottie (comment at 8:57 16 Nov) try some Belgian or German beer – you will then see how poor CUB is at brewing.
VPL? Um, doesn’t that acronym stand for something else…. Visual Panty Line….Just a thought.
VPL – Copacetic! It seems like a very original idea, the colour green can definitely be used in describing the notes in this beer. Amazing flavours.
Try it if you are sick of all other beers.
Great price as well!!
Is it true that you have stop producing this beer. I was informed by the local bottleshop that it was no longer available.