CUB gives Pure Blonde a lifestyle makeover in latest campaign

March 13, 2017 1:41

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.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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