Quintessential Aussie beer brand Victoria Bitter is calling on cricket fans to put down the English Breakfast and instead brew a cuppa of VB Tea (no, that’s not a typo).
The limited edition-tea, which contains zero alcohol, uses VB’s iconic Super Pride Hops and premium black tea leaves.
VB touts it as the perfect accompaniment for the Ashes fans staying up to cheer on Australia as they take on the Poms in England.
Launching on Victoria Bitter’s merchandise store, the product will be supported by social comms, PR and influencer engagement.
Check out the spot created by Clemenger BBDO below.
VB marketing director Chris Maxwell said: “We know how much Australians love cricket, and the long hours and sleepless nights they put themselves through whenever there’s a series in the UK.
“So, we wanted to reward their hard work in supporting Australia by creating the perfect alternative to English Breakfast to sip on, as we go to battle with the Poms in what’s sure to be a hard-fought series. After all, there’s no time to snooze – especially if the Poms are losing.”
Clemenger BBDO ECD Evan Roberts said: “Staying up into the wee hours to support the team, then going to work a few hours later is hard work. Now fans can knock off with a nice hot cuppa based on a big cold beer.”
VB Tea is available to purchase for $10.00 (excl. delivery) for a limited time online.
Client: Carlton & United Breweries
Classic Brands Director: Chris Maxwell
Associate Director, Victoria Bitter: Hugh Jellie
Assistant Brand Manager, Victoria Bitter: Emma Turner
Creative: Clemenger BBDO
PR: Clemenger PR
DOP: Betty Wants In / Chas Mackinnon
Sound House: Squeaky Clean / Ramsay Demarco