Pure Blonde repackaged for summer
New and old packages
Carlton United has repackaged lager Pure Blonde in a summer push to coincide with a new outdoor campaign and the festival season.
The new packaging, created by Cowan, aims to reinforce the beer’s credentials as a premium lager and includes an embossed Pure Blonde crest in the glass.
Glen Crawforth, Cowan’s creative director, said: “The emphasis of ‘pure’ in the brand lock-up and the strong use of white truly refreshes the brand, reaffirming the core message of Pure Blonde – purity. Together with the contemporary labelling, the embossed crest creates a unique brand icon, confirming Pure Blonde as a premium, progressive brand.”
The national outdoor campaign by Clemenger BBDO Melbourne will include an experiential element, the Pure Blonde Dome at Summadayze Melbourne on New Year’s Day, with the beer having a presence at 15 music festivals across the country. As well as at the festivals, the campaign will be supported by a sampling and PR strategy.
Clive Coleman, Pure Blonde group marketing manager, said: “The new packaging is a much truer reflection of the Pure Blonde brand and I think we’ll be seeing it everywhere this summer alongside the music activity and broader new campaign.”
Think i prefer the old one to be honest. Like the embossed crest but the neck label seems a bit out of place.
Maybe i’ll change my mind after half a slab
User ID not verified.
As long as it tastes the same. Don’t mind if they change the bottle!
User ID not verified.
As someone not in the advertising field, I am astounded that someone managed to convince the general populace that this is a premium product. Corn syrup and soda water may not be beer, but ignorance is still bliss…
User ID not verified.
still not buying it. the design would have to do wonders for that.
User ID not verified.
I’m not sure how the new design says ‘purity’ any more the old one.
Awesome bit of post-rationalisation though!
User ID not verified.
Great, except bottles are banned at most outdoor music festivals…….
User ID not verified.
But it’s still not a premium lager no matter how you package it. You taste it and know it from the start. It’s amazing how Australians (generally speaking) are still guzzling such terrible beers.
I guess if you don’t know any better…
User ID not verified.
Waste of money, old one was fine…
User ID not verified.
Looks ‘inspired by’ Peroni …
User ID not verified.
I have to agree with many of the comments here… any benefit from redesigning the packaging has been lost since the changes are so minor. It really hasn’t changed my perception of the brand at all.
User ID not verified.
Subtle enough for the average punter to hardly notice. More bottle, less lable. embossed crest so that even when the label comes off it can be identified as Pure Blonde. I like the changes. Simple and effective.
User ID not verified.
agree with the others here, the only premium aspect is in the labelling. As Jeremy suggested, looks like they’ve just copied a genuine European premium beer. Maybe there’s some low-carb beer drinkers who haven’t realised that lower alcohol content beer is more effective than less carbs, that or they just like the taste.
User ID not verified.
Wow – it says premium on the neck and the front labels. Guess it must be premium then, doubly premium even.
User ID not verified.
This is such a nice update, very well done!
User ID not verified.
Has the recipe changed. It tastes a bit more hoppy, where as the older one tastes more like lager as the label suggests. Not sure I like it.
User ID not verified.