Now VB is the ‘real’ beer – for men who don’t use handcream

Metrosexual men realising the error of their ways, breaking down in tears and returning to the arms of their blokier mates is the theme of the new ad campaign for VB created by Droga 5.

“Cry”, using Neil Diamond’s Hello Again, is the first ad in the new “Real” campaign. It goes to air on Sunday night.  

The ad comes just over a year after VB launched The Regulars, ditching the brand’s long-running “hard earned thirst” line.

It was replaced with the tagline “The drinking beer”. However, that line has itself now been dropped, to be replaced with “The real beer”.

According to the Carlton & United Breweries press release:

“The new campaign was developed from insights pointing to an increasingly superficial society, and asks men to take  an honest look at themselves and pose the question, have I gone too far? From photo-shopping Facebook profile  photos to skinny jeans and plastic surgery, the campaign showcases that, while superficiality will always exist, men  have a real desire to be authentic.”

Paul Donaldson, group marketing manager for VB and Crown, said: “We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers. VB has always been an honest, genuine brand and that’s what Australians love about it.

“In a world where superficiality is ever-increasing, VB stands as the counter-point to this phenomenon. To Australian males, being a ‘real bloke’ is still incredibly aspirational and motivational, and this takes VB back to the very core of what the brand is about – an authentic, full flavoured beer for genuine blokes.”

A second ad in the campaign, “Slide”  will follow later in the year, launching during the cricket.

The launch comes a fortnight after CUB launched the latest instalment of its long-running Made From Beer series for Carlton Draught from Clemenger BBDO Melbourne.


  • Creative Chairman: David Nobay
  • Executive Creative Director: Duncan Marshall
  • Creative Team: Cam Blackley and Matty Burton
  • Creatives: Guybrush Taylor, Chris Berents, Andy Ferguson, Marcus Johnson,
  • Omid Amidi
  • Senior TV Producer: Paul Johnston
  • Business Director: Jamie Clift
  • Account Director: Esther Knox
  • Account Manager: Lucy McBurney
  • Planning Director: Sudeep Gohil
  • Senior Planner: Chris D’Sylva
  • Director: Steve Rogers
  • Executive Producer: Mike Ritchie
  • Production Company: Revolver
  • DOP/Cinematographer: Russell Boyd
  • Editor: Jack Hutchings at The Butchery
  • Music Production Company: Nylon
  • Sound Designer: Simon Lister & Tone Aston
  • Casting: Peta Einberg
  • Marketing Director: Peter Sinclair
  • Group Marketing Manager: Paul Donaldson
  • Senior Brand Manager: Craig Maclean
  • Trade Marketing Manager: Michael Ismailoglu
  • Assistant Brand Manager: Ashley Barton

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