Pure Blonde launches ‘A touch more pure’ campaign for Organic Lager

Witches, devils, vampires and aliens have gathered at a self-help retreat in an effort to become more pure, through sharing their woes and drinking Pure Blonde Organic Lager.

Pure Blonde’s organic variety of its beer was released last year. The new campaign launches the brand platform ‘A touch more pure’, making light of how hard it is to be good.

The campaign was created by Clemenger BBDO Melbourne, a member of the Carlton & United Breweries creative agency roster. The campaign will also involve a full packaging re-design across all Pure Blonde Organic Lagers and Cider.

Pure Blonde senior marketing manager, Zac Gelman, said: “This is a massive year for Pure Blonde and we’re excited and proud to share our new campaign made with Clems. We hope it will make punters laugh, think and hopefully go out and try a delicious Pure Blonde Organic Lager.”

Executive creative director, Jim Curtis, said the notion of it’s hard to be good is one all can relate to.

“Wrestling with the lofty task of being entirely good is something we can all relate to. Which is why whether you’re a vampire, cosmic overlord, demon or even a Collingwood supporter — drinking Pure Blonde Organic Lager with all-natural ingredients, is a good place to start,” Curtis said.

The film was directed by Tim Bullock. A 15 second spot will also support the campaign film, and executions will appear on out-of-home, radio, trade and social activities.

The campaign launches at the same time as campaigns for two other Asahi Premium Beverages-owned brands, Peroni and Asahi.

Pure Blonde Organic Lager launched with a campaign that openly disclosed each step of the brewing process.


Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Antonia Ciorciari – Head of Brand – Contemporary
Zac Gelman – Senior Marketing Manager, Pure Blonde

Creative agency: Clemenger BBDO Melbourne

Media agency: PHD
Social: CUBHouse

Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
Cinematographer: Shelley Farthing Dawe
Character Design & Prosthetics Artists: Odd Studio
Costume Designer: Paula Ryan
Production Designer: Sam Lukins
Makeup Artists: Matt Hornby &Jenny Roberts
Casting: i4 Casting
Editor: Adam Wills
Post Production: Alt VFX
VFX Lead / Supervisor: Dave Edwards
Dove end frame CG animation: Blockhead VFX
Sound: Rumble Studios
Sound designer: Tone Aston


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