Pure Blonde re-establishes decade old brand platform via The Monkeys

Carlton & United Breweries’ low-carb beer Pure Blonde has relaunched into market, re-establishing its original ‘A Place Purer Than Yours’ platform via The Monkeys, part of Accenture Song.

The campaign sees the brand return to its “lush, forested roots”, by imagining a world uncorrupted by modern life. The platform originally launched over a decade ago by Clemenger BBDO Melbourne.

“The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse,” said Ant Keogh, chief creative officer at The Monkeys.

“So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure.”

It features a trespasser in the ‘pure’ world, who is then confronted by locals who go to any lengths to protect the beer’s purity.

Carlton & United Breweries’ marketing manager of Pure Blonde, Tessa Whittaker, said: “It’s great to get back to the delicious, natural world that originally launched Pure Blonde.

“This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer.”

The campaign goes live on May 5 in Australia and New Zealand.

It will roll out across TV, OLV, OOH, social, and digital audio channels.


Client: Carlton & United Breweries
General manager – marketing: Nicole McMillan

Head of contemporary brands: Ben Eyles
Marketing manager: Tessa Whittaker
Assistant brand manager: Patrick Wallace

Creative agency: The Monkeys, part of Accenture Song
Chief executive officer: Paul McMillan

Chief creative officer: Ant Keogh

Chief strategy officer: Michael Derepas
Strategy director: Dave Collins
Head of design: Raph Tamkalis
Creative directors: Hugh Gurney & Connor Beaver
National head of production: Romanca Mundrea
Senior producer: Eliza Malone
General manager: Sophie Gosper
Group account director: Alex Ashby
Senior account director: Jenny McLarney
Account manager: Isaac Montebello

Production company: Finch
Director: Freddy Mandy
Managing director: Corey Esse
Executive producer: Loren Bradley
Producer: Nikki Walker
Production manager Melb: Darcey Taylor-Morrison
DOP: Gin Loane

Post partners: The Editors
Editor: Jack Hutchings
Executive producer: Charlotte Griffiths
Producer: Maxine Zanoni
Colourist: Dave Gibson

Online & VFX: Alt VFX
Executive producer: Tyrone Estephan
Producer: Caroline Macleod
VFX supervisor: Dave Edwards
VFX lead: Jay Hawkins

Sound: Squeak E. Clean Studios
Executive producer: Ceri Davies
Senior engineer: Paul Le Couteur

Music: Ben Talbot Dunn

Photography: The Kitchen
Photographer: Toby Burrows
Producer: Federica Genovesi
Retouching: Dave Mercer

Media agency: PHD Melbourne
Planning director: Tom Lamplugh
Investment manager: Erin Baker
Account executive: Priya Rao

In house agency: 1House Asahi Beverages Australia
Digital planner: Cindy Luu
Channel specialist: Victoria Scholten
Brand partner: Rachel Linacre
Project lead: Benjamin Deville
Media manager: Christina Coco


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