VB launches vaccination campaign via Clemenger BBDO Melbourne

Australian beer brand Victoria Bitter has joined the vaccination push, launching a new campaign encouraging Australians to get vaccinated against COVID-19 via Clemenger BBDO Melbourne.

The campaign will run on TV in states presently in lockdown which includes New South Wales, Victoria and the ACT, as well as across the country digitally, supported with some print advertising.

It will run for at least a month to help Australia achieve the National Cabinet’s requirement of 80% of vaccinations before wide-spread lockdowns end.

VB’s head of marketing, Brian Phan, said the campaign is to encourage Australians to get vaccinated so people across the country can return to work and re-unite with family and friends.

“A hard earned thirst comes from being all over town. Not from being in lockdown. This will support hospitality and business more broadly by encouraging Aussies to get the jab so we can re-open all of Australia’s pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard earned thirst,” Phan said.

“VB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. Unfortunately, COVID-19 has taken nearly all of these activities away from us. And let’s be honest, you can’t really earn one sitting on the couch or doing a puzzle. It’s a serious issue, but our Aussie sense of humour is still important during a pandemic,” Phan added.

Asahi Beverages Group CEO, Robert Iervasi, said: “Re-opening businesses and re-uniting with loved ones is critical for the wellbeing of all Australians. We hope we can play a small role in this unprecedented national effort to roll up our sleeves together and ensure Australia’s long-term recovery.”

Clemenger BBDO Melbourne executive creative director, Jim Curtis, said:“When it comes to big, iconic brands like VB, I feel there’s a responsibility during times like these to lend some influence in the right direction. We hope this motivates a few more people to get the jab and get back to earning a thirst!”

Australian Hotels Association chief executive, Stephen Ferguson also threw his support behind the new campaign: “We have all missed the social things in life like gathering with mates at the pub for a beer. The sooner we all get vaccinated, thesooner we can all get back to living.”

Clubs Australia CEO, Josh Landis, added: “Your local club can’t wait to swing open the doors and start serving fully vaccinated patrons. It is so important for us all to get the jab so that we can enjoy an ice-cold VB at our favourite venues once again.”

VB is owned by Asahi Beverages, which last year acquired Carlton & United Breweries.

In April 2021, VB 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. Late last year, VB released its perfume called Thirst.


Creative agency: Clemenger BBDO Melbourne

Production Company: Flare

Director: Nathan Christoffel

Post-production: FINISH

Editor: Sam Coates

Sound house: Squeak E Clean (Paul Le Couteur)

Media agency: PHD


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.