Ultra-low carb beer, Pure Blonde, has partnered with The Monkeys, part of Accenture Song, to relaunch the iconic brand. By re-establishing the original ‘A Place Purer Than Yours’ platform, Pure Blonde is returning to its lush, forested roots: by imagining a world uncorrupted by modern life.
The film, directed by Freddy Mandy, features a trespasser in the world of Pure Blonde who is confronted by locals who will go to any lengths to protect the purity of the beer.
“The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse. So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure,” said Ant Keogh, chief creative officer of The Monkeys.
“It’s great to get back to the delicious, natural world that originally launched Pure Blonde. This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer,” said Tessa Whittaker, marketing manager Pure Blonde at Carlton & United Breweries.
The campaign goes live from the 5th of May in Australia and New Zealand, across broadcast television, OLV, OOH, social and digital audio.
