Victoria Bitter tells the English how to play cricket in new work with Droga5 ANZ

November 5, 2025 11:35

Cricket legend Merv Hughes revisits the rules of the game for VB.

Victoria Bitter (VB) and Droga5 ANZ, part of Accenture Song, have served up a cheeky campaign that sees the beer brand’s cans act as informational sources for the rules of cricket.

Coinciding with the upcoming summer of cricket, Victoria Bitter has printed “VB’s Laws of Cricket” on its cans, in a playful reminder to fans — including arch-nemesis the English — of the game’s regulations.

The campaign features several rules, including the run out, appeals, the two-minute rule, frivolous delays and faking an injury.

Each of VB’s laws is backed by references to the 1755 “Laws of Cricket” — the first time the game’s rules were printed in book form.

The platform revolves around a 15-second hero film depicting former Australian fast bowler Merv Hughes in a brown leather chair, formally announcing that Victoria Bitter’s educational cans are available at Liquorland.

Hughes amplified the work’s message with appearances on the podcast “The Grade Cricketer” and morning TV, as well as passing cans to highly devoted English cricket team fans, also known as the Barmy Army.

According to VB’s marketing manager, Tessa Whittaker, the beer brand “has a long history” of uplifting Australian values and sportsmanship.

“When the poms kicked up a fuss in 2023, we went into bat by creating England Bitter,” Whittaker said in a media release.

“This time around, we’re getting ahead of the game and preventing any further rule-related blunders by turning our iconic cans into an educational resource for visiting cricketers and fans.”

The platform’s other assets include a “full-page reminder in London’s Daily Mirror“, airport-specific out-of-home materials and “ongoing activity near cricket venues”.

“It’s tough being an English cricketer in Australia. Not only do you endure the hot Australian sun and beer that’s served well below room temperature – you’re also somehow expected to remember all the rules of that game you invented,” Droga5 ANZ’s creative director, Adam Slater, said in the release.

VB is here to remind everyone of cricket’s rules — even if you’re outside

“We’ve loved working with VB to make life a little bit easier for our dear old English rivals, while keeping the brand front and centre all summer.”

Perhaps unsurprisingly, in a country where millions watch the game, cricket has increasingly become a hot commodity, and, sometimes, a contentious topic, for brands and media players.

In July, regional television network WIN ceased broadcasting Twenty20 and Test cricket on its free-to-air channels after it said Seven made the decision not to renew its broadcast agreement with the network. Despite the move, Seven’s cricket content remains strong.

Meanwhile, Foxtel is expected to air more than 3,000 hours of live action cricket over the summer, off the back of its high winter ratings, thanks to its NRL and AFL coverage.

Brandwise, this year saw Cricket Australia leave its close to 40-year partnership with the Commonwealth Bank to forge a new sponsorship deal with rival Westpac.

CAMPAIGN CREDITS:

Client: Victoria Bitter Head of Beer: Ben Eyles
Marketing Manager – Victoria Bitter: Tessa Whittaker
Assistant Brand Manager – Victoria Bitter: Orla Dynes

Agency: Droga5 ANZ, part of Accenture Song
Droga5 ANZ CEO & Accenture Song Marketing Practice Lead: Matt Michael
Principal Director: Michael McEwan
Chief Creative Officer: Barbara Humphries
Executive Creative Director: Hugh Gurney & Joe Sibley
Creative Director: Adam Slater
Art Director: Jacob Redding
Design Director: Raphael Tamkalis
Senior Producer: Eliza Malone
Account Director: April Vawdrey
Account Manager: Isaac Montebello

Production Company: Betty Wants In
Founder/Executive Producer: Chas Mckinnon
Director: Max Greenstein
Editor: Manimal Post
Sound: Bang Bang Studios

Media: PHD
Planning Lead: Tom Lamplugh
Investment Lead: Henry Wilson

Social: 1house
Creative Director: Steph Kitchin
Social Content Creator: Jack Gruber
Producer: Matt Werkmeister
Video Editor: Harry Sanders
Copywriter: Ben McIntosh
Project Lead: Crystal Thornton