Victoria Bitter and TLA have teamed up to provide Aussie men with a grooming range they can relate to – because it’s based on beer.
The campaign, made on behalf of Carlton & United Breweries (CUB) and VB, features Australian media personality Beau Ryan showing off his dashing tradie looks and working his VB beauty in a completely wild video.
The VB for men range will be available at Chemist Warehouse and features a classic range of items, including body wash, face moisturiser, a bath frothy and more.
The grooming products also contain freeze-dried VB, something that should leave most pub-going blokes frothing at the mouth!
Alongside TLA, the campaign saw VB partner with leading personal care manufacturer Game On Product Group across product development, retail giant Chemist Warehouse and the NRL, via digital, social communications and ambassador engagement of rugby league personality Bryan Fletcher.
Victoria Bitter marketing manager, Marc Lord said: “We’re pleased to be able to find a creative way to offer hard-working men products to make grooming simple and accessible; for men new to the category up to those that know their scrubs from their serums.
“It’s been great to see the VB for Men product come together and to be able to work with our innovative partners including TLA, Chemist Warehouse, Game On, the NRL and PHD Media.”
TLA creative director, Tom Meredith said: “We’re really proud of VB for Men and can’t wait for hard working blokes all over the country to experience a new type of reward at knock-off – they’ve earned it!
“VB look to us for ideas that are unexpected and challenge convention in ways that capture people’s imagination. This idea does just that, whilst strategically staying true to the core belief of the brand, reward for hard work.
“The campaign has been a real collaborative success. From the moment the idea was conceived, we have worked in partnership with the VB team as part of our longstanding relationship, our internal TLA departments and multiple external partners to bring it all to life,” said Tom.
Game On Product group director, Daryl Czarny said: “Game On are very proud to partner with an iconic brand like Victoria Bitter once again to deliver VB for Men – a product to extend that knock-off feeling.
“With the successful partnership in Thirst. A scent by VB, we were excited to collaborate with TLA and VB again on the product development of VB for Men, just in time for Father’s Day.”
The VB for Men grooming kit is available in a limited quantity on Victoria Bitter’s merchandise store as well as the extended range found nation-wide at Chemist Warehouse outlets and their online store.
Client: Carlton & United Breweries
Director Classic & Premium Domestic Brands – Hayden Turner
Marketing Manager Victoria Bitter – Marc Lord
Assistant Brand Manager Victoria Bitter – Louise Turnbull
Creative Agency: TLA Worldwide
Creative Director – Tom Meredith
Creative Strategist – Jack Ryan
Group Account Director – Ben Edmonds
Senior Account Manager – Hayley Giarrusso
General Manager (Creative & Strategy) – Sam Fleming
Group Account Director (Communications) – Ivana Bogut
Account Manager (Communications) – Madison Cloke
Account Executive (Communications) – Miranda Hatzimoisis
Social and website: 1House
Project Lead – Rochelle Athan
Digital Planner – Simon Wang
Production Company: Mitch Kennedy Films
Director – Mitch Kennedy
DOP – Liam Gilmour
1st AC – Sunny Wilding
Media: PHD & Chemist Warehouse
Planning Director – Courtney Freeland
Investment Manager – Tom Lamplugh
Media Strategy & Innovation Manager (Chemist Warehouse Media) – Ashlea Mackertich
Product Development & Manufacturer: Game On Product Group
Managing Director – Daryl Czarny
Managing Director – Elliot Rubenstein
Product Design – Rhian Joseph
Chemist Warehouse: PR
Group PR Manager – Alexandra Bateman