Pure Blonde repackaged for summer

New and old packages

Carlton United has repackaged lager Pure Blonde in a summer push to coincide with a new outdoor campaign and the festival season.

The new packaging, created by Cowan, aims to reinforce the beer’s credentials as a premium lager and includes an embossed Pure Blonde crest in the glass.

Glen Crawforth, Cowan’s creative director, said: “The emphasis of ‘pure’ in the brand lock-up and the strong use of white truly refreshes the brand, reaffirming the core message of Pure Blonde – purity. Together with the contemporary labelling, the embossed crest creates a unique brand icon, confirming Pure Blonde as a premium, progressive brand.”

The national outdoor campaign by Clemenger BBDO Melbourne will include an experiential element, the Pure Blonde Dome at Summadayze Melbourne on New Year’s Day, with the beer having a presence at 15 music festivals across the country. As well as at the festivals, the campaign will be supported by a sampling and PR strategy.

Clive Coleman, Pure Blonde group marketing manager, said: “The new packaging is a much truer reflection of the Pure Blonde brand and I think we’ll be seeing it everywhere this summer alongside the music activity and broader new campaign.”


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