The limited-edition tea has been created as the perfect accompaniment for fans staying up to cheer on Australia as they take on the Poms in England.
Victoria Bitter (VB) and Clemenger BBDO are calling on cricket fans to put down the English Breakfast and brew a quintessentially Aussie cuppa with the launch of the brand’s latest product innovation, VB Tea.
The limited-edition tea has been developed using the brand’s iconic Super Pride Hops and premium black tea leaves, and has been formulated as the "perfect accompaniment" for the countless fans staying up to cheer on Australia as they take on the Poms in England.
“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," Victoria Bitter marketing director Chris Maxwell says.
“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.”
The product has launched on Victoria Bitter’s merchandise store and is supported by social comms, PR and influencer engagement.
“Staying up into the wee hours to support the team, then going to work a few hours later is hard work," Clemenger BBDO executive creative director Evan Roberts says.
"Now fans can knock off with a nice hot cuppa based on a big cold beer.”
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