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

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