Pure Blonde targets women in latest sports lifestyle push

15 June 2017

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CUB is making a play for womens' dollars, promoting its latest cider as a healthy option for active Australians.

Pure Blonde is targeting women in the latest iteration of its sports lifestyle approach.

The new 15-second spot is part of a wider $10 million campaign that aims to position Pure Blonde as the number one beer for active Australians and look more like Nike ads than beer ads.

The ad features shots of a young woman working out, cutting to a scene of her enjoying a cider with friends. It promotes Pure Blonde’s 60% less sugar than regular cider.

The first ad, released earlier this year, featured a similar scene with a young male enjoying an active lifestyle as well as a Pure Blonde.

Clemenger BBDO Melbourne is CUB’s creative agency of record.

The latest ad from CUB taps into a trend from alcohol brands to promote a healthier lifestyle through new products and also attempt to reach women.

Heineken has been celebrating the success of its Heineken 3 mid-strength beer with a series of events and Diageo launched a slew of new products last year to target health-focused consumers.

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