Carlton & United Breweries’ Victoria Bitter has expanded its brand positioning to celebrate Australia’s changing workforce in a fresh campaign via Clemenger BBDO Melbourne.
Marking its 50th anniversary of TV advertising, the ‘New Knock Off Times’ campaign highlights the change in Australia’s workforce that’s taken place over the half-century.
These days, there’s no one time that people knock off – 4pm might still be the end of the day for some, but for others, it might very well be the beginning of their day.
The campaign features real, hard-working Australians – not actors – in their occupations, including the traditional tradespeople, miners, firefighters, right through to a local band’s gig taking their workday through to the early hours of the morning.
The campaign showcases that no matter what time you knock off, a hard-earned thirst needs a big, cold beer, and the best cold beer is VB.
You can view the spot here.
Tim Ovadia, head of classic brands at Carlton & United Breweries, said: “What we love about these ads are they have all the best bits of iconic VB advertising, but with a modern insight that acknowledges the changing nature of the knock off occasion.
“Most importantly, they make you want to grab an ice-cold VB and remind us how much we love beer.”
Clemenger BBDO Melbourne’s senior creatives, Russell Fox and Jonty Bell, said: “This iconic Australian brand doesn’t need reinventing. Instead, we’re incrementally giving it a modern feel while staying true to its historic tone.”
The campaign launched on Australia Day and features TV, out-of-home and radio elements over a six-week period.
Client: Carlton & United Breweries (VB)
Head of classic brands: Tim Ovadia
VB marketing and sponsorship manager: Hugh Jellie
Assistant brand manager, VB: Tessa Whittaker
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
Executive creative director: Evan Roberts
Senior art director: Adam Barnes
Senior art director: Russel Fox
Senior copywriter: Jonty Bell
Senior producer: Karolina Bozajkovska
General manager, CUB: Jonny Berger
Project director: Katya Urlwin