But it isn't changing its brew.
Clemenger BBDO Melbourne and Victoria Bitter (VB) last week announced a change to the iconic brew for the better.
Unveiled on the brand’s Facebook page, the teaser film announced that a change was coming with a bottle featuring a “Victoria Better” label, driving intrigue and discussion amongst fans.
“We know when someone mentions ‘change’ and ‘VB’ in the same sentence, people think they may be changing the recipe again like they did a number of years back," Clemenger BBDO Melbourne executive creative director Evan Roberts says.
"So, we decided to leverage beer lovers’ passion for VB to ensure as many people as possible heard the incredible news.”
While some on social media were apprehensive about what the change might be, any concerns were allayed within 24 hours as VB revealed the recipe wouldn’t be changing.
Rather, the change was that the brand will be brewed with 100% offset solar electricity in 2020.
"As a brand that is manufactured in Australia, we need to do our bit for the environment to ensure we can continue brewing for centuries to come, and we wanted to find a way to draw as much attention to that change as possible," Carlton & United Breweries’ brand director classics Chris Maxwell says.
“We’ve made headlines in the past when it comes to VB changing so we hoped being a little playful would drive conversation and improved engagement around what is an important initiative, and we’ve been pleased with the result.”
The campaign rolled out across PR, social, OOH and via limited-edition Victoria Better merchandise.