Full-strength VB is back with ‘For a hard earned thirst’ slogan

VB poster in the lobby of Clems Melbourne

VB has brought back its well-known ‘For a well earned thirst’ slogan to mark the return of the popular beer to full strength.

Along with a new ad campaign, created by Clemenger BBDO Melbourne, comes new packaging, designed by Cowan, which sees the Victoria Bitter name put back on the label, along with the VB abbreviation.

The advertising, which includes three new TV ads, is squarely targeted at VB’s main drinker, the working man.

Carlton & United Breweries GM of Victoria Bitter, Richard Oppy said in a release: “The feedback from drinkers about the return of Victoria Bitter to full flavour and full strength has been overwhelmingly positive and we think returning to the ‘For a hard earned thirst’ tagline will be just as well received.”

“Victoria Bitter is once again the only beer for Aussie blokes who have worked hard and built up a hard earned thirst, whether it’s on a work site or doing a bit of DIY on the weekend,” he said.

Ant Keogh, ECD at Clems Melbourne,  said: “When it comes to writing a Victoria Bitter ad, there’s so much pressure from all sides.”

“Right from the outset, our creative team made a commitment to focus on what was right for Vic Bitter drinkers. Of course, that’s how it should always be, but to truly do that is another thing. We wanted to make ads that captured the heart and spirit of what beer drinkers loved about the brand,” he said.


  • Agency: Clemenger BBDO Melbourne
  • Creative Chairman: James McGrath
  • Executive Creative Director: Ant Keogh
  • Creative Directors: Jim Ingram and Ben Couzens
  • Art Director: Ben Couzens
  • Copywriter: Jim Ingram
  • Agency Producer – TV: Sevda Cemo
  • Agency Producer – Print: Ben Nash
  • Strategic Planner: Mike Derepas
  • Account Management Team:
  • Paul McMillan – Managing Partner
  • Simon Lamplough – Client Services Director
  • John Meagher – Account Director
  • Georgia Field – Account Manager
  • Client: CUB, Victoria Bitter
  • Andy Gibson
  • Andy Meldrum
  • Richard Oppy
  • Craig Maclean
  • Mim Orlando
  • Belinda Brosnan
  • Director: Mark Molloy
  • DOP/Cinematographer: Jeremy Rouse – Main Unit, Ryley Brown – 2nd Unit
  • Producer: Alice Grant
  • Production Company:      Exit Films
  • Editor: Rohan Zerna
  • Flame Artist: Eugene Richards
  • Post Production Company: The Butchery/ The Refinery
  • Sound Designer/Engineer: Paul Le Couteur
  • Sound House: Flagstaff Studios
  • Packaging Design: Cowan Design
  • Media: Mediacom
  • Public Relations: Liquid Ideas
  • BTL: Apollo


  1. Lloyd
    2 Nov 12
    9:22 am

  2. Like it. Even though it makes it look like VB is only slammed by hulk-like tradies, it’s good to see ads like this. How much of it was shot with a gopro?

  3. Cognitively DIssonant
    2 Nov 12
    10:02 am

  4. That ‘sweat’ one just made me thirsty. Nice work.

  5. gold
    2 Nov 12
    10:20 am

  6. Hallelujah. It’s so refreshing to see a brand that knows what it stands for. It’s been a while in the wilderness, but this work finally makes me feel a bit of pride about VB again. Great job all those involved.

  7. D1CK0
    2 Nov 12
    10:32 am

  8. Good to see a brand going back to it’s heritage, not trying to contemporise. There aren’t enough old brands in Australia that are proud of their heritage.

  9. Israel Folau
    2 Nov 12
    11:09 am

  10. VB is simply going back to where it belongs after a couple of years in a failed experiment.

  11. AK
    2 Nov 12
    11:44 am

  12. Nostalgia never got a brand anywhere good…

  13. AK
    2 Nov 12
    11:45 am

  14. … and so many credits for something void of new ideas …

  15. Dan
    2 Nov 12
    12:59 pm

  16. AK – I was thinking the same thing. Makes the public service look positively lean!

  17. Scotty
    2 Nov 12
    2:14 pm

  18. Well that fell well short of what i was expecting.
    Now i am off to buy a XXXX Gold.

  19. sj
    2 Nov 12
    2:16 pm

  20. it’s good. Feels like they’re doing something for the brand instead of trying to win awards. Not sure if it might be slightly closing the gate after the horse has bolted though.

  21. Shabbadu
    2 Nov 12
    3:43 pm

  22. Golf clap and a trophy to Israel Folau.

  23. Larry
    2 Nov 12
    4:15 pm

  24. Evoked a couple of giggles. Well done.

  25. mishta
    2 Nov 12
    5:19 pm

  26. love the ads. hate the beer.

  27. mishmash
    3 Nov 12
    8:42 am

  28. like the ads, love the beer.

  29. back in black
    4 Nov 12
    10:35 am

  30. A classic beer, back to it’s best. I happily knocked the top off a 4.9% ice cold can last week and will be buying again for The Cup.

    These spots are fresh, entertaining and make you want to crack open a cold one. After years in the wilderness Clem’s have found a way to do A Hard Earned Thirst without resorting to jingoistic yarns or four blokes fooling around in a pub a la XXXX Gold and New.

    Bravo. They have done it again.

  31. Fact
    4 Nov 12
    2:02 pm

  32. Nice ad, makes me thirsty for a beer, although VB would be one of the last beers I’d ever buy. True p1ss water, full of chemicals and if you have a sesh on it you will suffer the next day. Nasty stuff.

    The power of marketing though, because lots of ignorant sheep drink it, much like the crew who munch Macca’s on a regular basis.

  33. Hey Fact
    4 Nov 12
    4:13 pm

  34. Check the label….. Vic Bitter has no preservatives

  35. Yoss
    5 Nov 12
    10:35 am

  36. VB needed a contemporary view on ‘Hard earned’. Not simply a repackaging of the old creative. No doubt bravery was tempered by fear of buggering things up again. Owning sweat is an interesting idea. Otherwise just not enough here to make a difference.

  37. Dan German
    5 Nov 12
    4:29 pm

  38. Absolute gold. The hipsters are gone and VB is back on brand. No need to innovate when you have a winner.

  39. Fact
    5 Nov 12
    9:52 pm

  40. @ Hey Fact

    I don’t need to read labels to know whether:
    a) a beer tastes like cats p1ss and
    b) a beer gives me a hangover (which usually means there is utter tripe in it…)


  41. Hey Fact
    6 Nov 12
    2:28 pm

  42. @Fact….. But you need to read a website????

  43. Fact
    6 Nov 12
    10:30 pm

  44. @Hey Fact

    I don’t need to read sheeeeiiiit. I thought a wee post from a credible beer forum would back up my cemented view; that VB (no matter how it is packaged) is pure pee pee.

    Good day.