CUB launches outdoor offensive for Victoria Pale Lager
Carlton United Brewers has launched a billboard campaign to promote Vic Pale Lager. The agency behind the campaign was Droga5.
The campaign will be supported by point of sale, sampling, PR and a Facebook presence.
“Aussie drinkers have been crying out for a really refreshing beer that still delivers on flavour”, said Andy Meldrum, GM of marketing. “Vic Pale is the perfect choice to enjoy at the start of the night, when you’re relaxing with your mates and catching up on the week’s events over a few beers.”
“Whether you’re kicking-back in the sun, catching-up with friends or just after a great tasting, easy-drinking beer, then Vic Pale is the answer. The brew is top notch and the bottle is unique; we reckon it will be a big hit with Aussie drinkers,” he added.
Advertiser credits
- Client: Carlton United Brewers (CUB)
- General manager of marketing: Andrew Meldrum
- Senior brand manager: Craig MacLean
- Brand manager: Mim Orlando
- Trade marketing manager: Jo Jericho
Agency credits
- ATL: Droga5
- Media: Mediacom (Melbourne)
- BTL: Apollo Marketing
- Packaging: O-I
- PR: Pulse Communications
- Branding: Cowan
- Sampling and experiential: Traffik Marketing
Is that seriously the outdoor? If I were going past that doing 60 I wouldn’t have a clue what was going on, or what to look for/ask for when I went to the bottle-o to find out…
It’s interesting to see the influence micro-brewing is beginning to have on the decision making of the big guys, are they trying get share from the beer snobs who actually know what a pale lager is and bring them back to the CUB fold or canabalise their other brands?
Magazine creative on a billboard. FAIL