3.5% mid-strength beer.
VB is launching its 3.5% mid-strength beer in a campaign via Droga5, part of Accenture Song.
VB Classic remains at 4.9% ABV with 1.4 standard drinks.
VB Mid will be available nationally from March 9 at liquor stores across Australia in 30 packs of 375 mL cans, and 6 packs, and 24 packs of 375 mL stubbies.
VB marketing manager Zac Gelman said VB Mid will super charge the mid-strength beer segment by giving consumers a new, full-flavoured option, with less alcohol.
“VB Mid stands apart from other mid-strengths with its bold, bitter flavour,” Gelman said.
“VB is still the best cold beer for a hard-earned thirst but sometimes a full-strength beer isn't what you want at knock off. That’s why we've created VB 3.5%, for those times when the day is done but the job isn't.”
Credits:
BRAND
Asahi General Manager of Brand & Portfolio: Lauren Fildes
Asahi Head of Beer: Ben Eyles
VB Marketing Manager: Tessa Whittaker
VB Marketing Manager: Zac Gelman
VB Senior Brand Manager: Genevieve Greene
VB Assistant Brand Manager: Orla Dynes
AGENCY
Agency: Droga5 ANZ, part of Accenture Song
Droga5 ANZ CEO & Accenture Song Marketing Practice Lead: Matt Michael
Principal Director: Michael McEwan
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Hugh Gurney & Joe Sibley
Creative Director: Adam Slater & Connor Beaver
Copywriter: Liam Jenkins
Art Director: Jacob Redding
Head of Strategy: Dave Collins
Design Director: Raphael Tamkalis
National Head of Production: Romanca Mundrea
Senior Producer: Eliza Malone
Senior Account Manager: Isaac Montebello
