VB launches Solar Exchange program, trading beer for excess energy

VB has launched a ‘Solar Exchange’ program enabling customers to exchange their excess solar credit for its beer, with every $30 of energy earning consumers a slab delivered to their door.

The campaign, created by Clemenger BBDO Melbourne, is part of Asahi’s sustainability focus, which aims to have the company powered entirely by renewables by 2025. Carlton & United Breweries (CUB), the parent company of VB, was acquired last year by Asahi.

The campaign follows the 2019 announcement from VB that by the following year, all of its beer would be brewed using 100% offset solar power. Solar Exchange has been developed in a partnership with Australian five-star rated energy retailer Diamond Energy.

In 2018, CUB adopted renewable energy as the way forward, with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from solar farm outside Mildura.

VB general manager of marketing, Brian Phan, said: “Last year we put the Australian sun to work and started brewing VB with 100% offset solar energy. Now we’ve launched this program to thank those who have made the effort to go solar with some hard-earned VB.”

Clemenger BBDO Melbourne executive creative director, Jim Curtis, said: “I couldn’t be more proud to see one of Australia’s most iconic brands leading the way and showing the rest of the world an innovative economic model between brands and consumers.”

The campaign rolled out nationally with a TV commercial animation explaining the program, along with a social and digital national PR campaign, and out-of-home displaying how many beers Australians could earn weekly through the scheme.

To apply for the program, energy consumers with solar excess, need to switch their electricity retailer to Diamond Energy, and agree to the VB Solar Exchange terms and conditions.

The program is available to residential householders only who are aged over 18, and VB’s Solar Exchange program is open to residents of VIC, NSW, QLD (Energex regions only) and SA.

OOH execution


Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
Head of Classic Brands – CUB: Hayden Turner
Marketing Manager – Victoria Bitter: Marc Lord
Graduate Management Trainee – Victoria Bitter: Elannah Young

Creative: Clemenger BBDO Melbourne
Media: PHD

Social: CUBHouse
PR: Clemenger PR & Multiplier Media

Betty Wants In – Production
Dom Meehan – Director
Joel Egan – Cinematographer
Drew Dunlop – Executive Producer –
Ally Curtis – Producer
Martin Greer – Colourist
Eugene Richards – Online Editor –

SqueakE Clean – Sound House
Dee Gjested – Sound Engineer
Alice Vanderway – Producer

Flutter – Animation & Illustration
Stephen Elliget – Animation Director
Li Liang Johnson – Executive Producer
Ben Sanders – Illustrator


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