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CUB gives Pure Blonde a lifestyle makeover in latest campaign

Carlton and United Breweries’ low carb Pure Blonde has been give a marketing makeover with a $10m media budget aimed at equating the brew with brands such as Nike.

Pure Blonde shifts its marketing into lifestyle mode.

The work by Clemenger BBDO in Melbourne dubbed “The Final Stretch” features a man living an active life, playing basketball, running, boxing and swimming, intercut with him making his way through a bar before reaching out to touch a cold beer at the end of his endeavours.

CUB has likened the campaign to something expected more of Nike than a traditional beer ad and has been designed to position the brand as the number one beer for active Australians.

 

CUB vice president for marketing, Richard Oppy, said that the work had been borne out of research.

“We identified that Australians are living more and more active lives but found there was a tension between this and their desire to still be socially active and enjoy a beer with their friends,” Oppy said in a statement.

The brewer has launched a new Premium Mid brand with lower calories and less alcohol that is at the centre of the ad.

“We saw an incredible opportunity to provide a low carb and low calorie offer for the growing number of actively minded mid-strength consumers,” Oppy said.

The work sits in stark contrast to Pure Blonde’s Brewtopia work of a decade ago.

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