Victoria Bitter and TLA bring beer to the bathroom; launches grooming range
Victoria Bitter has launched a new grooming range made with beer via TLA Worldwide.
The announcement:
Victoria Bitter and TLA have found a new way to reward Aussie blokes for their hard work with the launch of VB for Men, a brand-new grooming range made with Australia’s ‘“very best’” beer.
On behalf of Carlton & United Breweries (CUB) and VB, TLA has driven the campaign from start to finish across ideation, product development, creative, content, digital production, PR and ambassador engagement, notably Australian media personality, Beau Ryan.
VB has brewed up a knock-off defining range featuring products that refresh, relax and restore after a hard day on the tools. With grooming products containing freeze-dried VB, blokes around Australia can now reward much more than their thirst.
Alongside TLA, the campaign saw VB partner with leading personal care manufacturer Game On Product Group across product development, leading retail giant Chemist Warehouse and the NRL, via digital, social communications and ambassador engagement of rugby league personality Bryan Fletcher.
Victoria Bitter marketing manager, Marc Lord said: “We’re pleased to be able to find a creative way to offer hard-working men products to make grooming simple and accessible; for men new to the category up to those that know their scrubs from their serums.
“It’s been great to see the VB for Men product come together and to be able to work with our innovative partners including TLA, Chemist Warehouse, Game On, the NRL and PHD Media.”
TLA creative director, Tom Meredith said: “We’re really proud of VB for Men and can’t wait for hard working blokes all over the country to experience a new type of reward at knock-off – they’ve earned it!
“VB look to us for ideas that are unexpected and challenge convention in ways that capture people’s imagination. This idea does just that, whilst strategically staying true to the core belief of the brand, reward for hard work.
“The campaign has been a real collaborative success. From the moment the idea was conceived, we have worked in partnership with the VB team as part of our longstanding relationship, our internal TLA departments and multiple external partners to bring it all to life,” said Tom.
Game On Product group director, Daryl Czarny said: “Game On are very proud to partner with an iconic brand like Victoria Bitter once again to deliver VB for Men – a product to extend that knock-off feeling.
“With the successful partnership in Thirst. A scent by VB, we were excited to collaborate with TLA and VB again on the product development of VB for Men, just in time for Father’s Day,” said Daryl.
Credits Client: Carlton & United Breweries
- Director Classic & Premium Domestic Brands – Hayden Turner
- Marketing Manager Victoria Bitter – Marc Lord
- Assistant Brand Manager Victoria Bitter – Louise Turnbull
Creative Agency: TLA Worldwide
- Creative Director – Tom Meredith
- Creative Strategist – Jack Ryan
- Group Account Director – Ben Edmonds
- Senior Account Manager – Hayley Giarrusso
- General Manager (Creative & Strategy) – Sam Fleming
- Group Account Director (Communications) – Ivana Bogut
- Account Manager (Communications) – Madison Cloke
- Account Executive (Communications) – Miranda Hatzimoisis
Social and website: 1House
- Project Lead – Rochelle Athan
- Digital Planner – Simon Wang
Production Company: Mitch Kennedy Films
- Director – Mitch Kennedy
- DOP – Liam Gilmour
- 1st AC – Sunny Wilding
Media: PHD & Chemist Warehouse
- Planning Director – Courtney Freeland
- Investment Manager – Tom Lamplugh
- Media Strategy & Innovation Manager (Chemist Warehouse Media) – Ashlea Mackertich
Product Development & Manufacturer: Game On Product Group
- Managing Director – Daryl Czarny
- Managing Director – Elliot Rubenstein
- Product Design – Rhian Joseph
Chemist Warehouse: PR
- Group PR Manager – Alexandra Bateman
Audio Post Production: Baxter Sound
Sound Designer: Paul Baxter
Source: TLA Worldwide
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topics
Carlton & United Breweries
CUB
Daryl Czarny
Marc Lord
TLA Worldwide
Tom Meredith
VB
Victoria Bitter
Good job everyone involved. Do I smell Cannes, or is it just the face mask?
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