VB launches perfume ‘Thirst’ in time for father’s day

Right in time for father’s day, VB is giving Australians the chance to smell like its beer ‘mixed with fine fragrance’.

‘Thirst’ has been launched with a comedic take on the typical perfume ad, featuring comedian and former 2Day FM breakfast host, Harley Breen.

Thirst is not VB’s first foray into novel branded merchandise. Earlier this year, VB created festive beer-patterned sweaters for a ‘hard-earned’ Christmas in July. During last year’s Ashes series in the UK, the brand released VB flavoured tea bags for viewers staying up late to watch the cricket.

Carlton & United Breweries (CUB) head of classic brands, Hayden Turner, said: “We love hard work, but let’s be honest, no one wants to be the person who brings the smell of the worksite to knock-off drinks, even if that’s the bar at home for now.

“With everything that’s going on at the moment, we’re pleased to be able to find a creative way to offer hard-working Australians something that’ll hopefully give them a laugh while leaving them smelling great.”

Thirst looks like a traditional bottle of VB, and even includes a gold bottle cap.

The campaign, PR and product ideation was done by TLA. The perfume was manufactured by Game On Product Group and it will be sold at Chemist Warehouse and VB’s online merchandise store.

TLA general manager of partnerships, Paul Malina, said the campaign involved every team in the agency, from events to creative, digital, marketing and communications.

“We have been delighted to bring our partners together to lead and deliver this campaign with VB and continue our relationship with CUB that has spanned ten years,” Malina said.

“We hope that all Australians will get around Thirst, and families will have now found the perfect gift for Dad in time for Father’s Day.”

Game On Product group managing director, Elliot Rubenstein, added: “Game On are very excited to partner with an iconic brand like Victoria Bitter to deliver Thirst. A scent by VB, a product for the hard-working Australian.

“We hope that this is the first of many innovative brand partnerships that TLA and Game On can deliver together.”

Thirst is also supported by the NRL and will be promoted by rugby league players James Tedesco of the Sydney Roosters, Ben Hunt from the St George Illawarra Dragons and Wade Graham of the Cronulla Sharks.


Client: Carlton & United Breweries
Classic Brands Director: Hayden Turner
Senior Lead – Victoria Bitter: Hugh Jellie
Assistant Brand Manager – Victoria Bitter: Emma Turner
Creative, Production and PR: TLA
Manufacturer: Game On Product Group
Social Comms: CUBHOUSE
DOP: TLA / Zain Khan
Director: TLA / Jack Ryan
Media: Game On / Chemist Warehouse, NRL, PHD Media


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.