VB scraps Droga5’s ANZAC Day ‘Raise a Glass’ fundraising campaign after seven years
After seven years, and a controversial start, Carlton United Breweries has scrapped the ANZAC “Raise a Glass” fundraising campaign first created by Droga5, Mumbrella can reveal.
VB has abandoned the controversial ‘Raise a Glass’ campaign after seven years.
Raise a Glass had become an annual benchmark charity initiative for the brand, backed by TV commercials and on-pack promotions, raising funds for Legacy and the RSL.
CUB has quietly dropped its support for the initiative, instead opting for annual donations to the charities, with a spokesperson for CUB saying there are no further plans to target ANZAC Day using the VB brand.
VB has no right being involved in an ANZAC conversation.
Oh wait.
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I hated that campaign. Worse was that the Governor General was involved, telling us all (semi-subliminally) that you’re not really Australian and you hate diggers unless you skol down some Vic. Was waiting for the one with John Mellion’s voice over: You can get it in the trenches…
This was a good campaign. Shame to see it go. Everyone involved was very passionate about running it respectfully, and it raised a lot of money for good causes.
And most importantly lots of veeb went down the hatch. I couldn’t stand the hypocrisy that this was supposedly showing respect for the diggers while at the same time telling everyone to drink the branded product. If it wanted to show respect don’t mention the product, let alone tell people they have to drink it to be respectful. Have “salute a digger” instead.