Pure Blonde reveals the recipe for its new organic beverages in campaign to launch the range
Pure Blonde is launching the first ACO-certified organic range from Carlton & United Breweries by publishing the recipe and brewing process on billboards across the country.
The billboards will be supported by a digital campaign with a series of five episodes taking viewers step by step through the brewing process.
Also available from the campaign is a 19-minute recording of Pure Blonde brand manager, Zac Gelman, reading the recipe for the organic beer.
Cool but poorly branded creative.
Eyes will be drawn to the copy in the top left – and in the second a consumer has to view a billboard, there’s almost no chance they’ll make it to see the Pure Blonde bottle.
The bottle also looks so similar to ‘normal’ Pure Blonde, that even if people see it, they’ll probably misattribute it to the existing product…