VB announces it will be brewed with solar power by 2020 in latest campaign

VB has announced that by 2020 all of its beer will be brewed using 100% offset solar power.

In a campaign devised by Clemenger BBDO Melbourne, VB released a teaser video on Facebook stating that “We’re changing for the better”.

After a panicked and slightly aggravated response from VB lovers, the brand released a second video on Facebook revealing the change to solar-powered brewing.

A full campaign will be rolled out across PR, social, OOH and limited-edition VB merchandise.

The campaign film employs VB’s characteristic hard-working Australians, earning their thirst for the beer by building the solar farm which will power the brewery.

Carlton & United Breweries’ brand director classics, Chris Maxwell, said in a statement: “We’re very proud to announce that VB, one of Australia’s largest beers, will be brewed with 100% offset solar electricity in 2020. As a brand that is manufactured in Australia, we need to do our bit for the environment to ensure we can continue brewing for centuries to come, and we wanted to find a way to draw as much attention to that change as possible.

“We’ve made headlines in the past when it comes to VB changing so we hoped being a little playful would drive conversation and improved engagement around what is an important initiative, and we’ve been pleased with the result.”

Clemenger BBDO Melbourne executive creative director, Evan Roberts, said: “We know when someone mentions ‘change’ and ‘VB’ in the same sentence, people think they may be changing the recipe again like they did a number of years back. So, we decided to leverage beer lovers’ passion for VB to ensure as many people as possible heard the incredible news.”

During The Ashes series, VB released a limited range of VB flavoured tea bags so that Australians who were staying up to watch the cricket could make the switch from cold beer to hot tea.


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