VB gets Real in new campaign

By Helen Schuller | 3 September 2010

VB has launched a TV campaign in which men are urged to abandon metrosexual behaviour and behave like real blokes.

The beer brand has brought forward the launch of its latest marketing campaign, which was due to start during The Ashes series in November, following positive feedback from focus groups.

The first television commercial in the 'Real' campaign, called 'Cry', debuts this Sunday and will be accompanied by nationwide outdoor, print and digital activity. It was created by Droga5 Sydney.

VB and Crown group marketing manager, Paul Donaldson, told AdNews the campaign had received such a positive response from focus groups the decision to launch it early had been made. The second TVC, ‘Slide’, will follow later in the year, launching during the cricket.

“VB has always been an honest, genuine brand and that’s what Australians love about it. It’s an authentic beer enjoyed by more Australians than any other brew, outselling its nearest competitor by over 101 million stubbies,” Donaldson said.

The new campaign was developed from insights pointing to an increasingly superficial society, and asks men to take an honest look at themselves and pose the question: "have I gone too far?".

‘Cry’ features a number of vignettes telling the story of blokes rescuing their mates from superficiality. Neil Diamond’s song ‘Hello again’ provides the soundtrack to moments of self-realisation as the characters, with the help of their mates, finally grasp the extent of their superficial behaviour.

“We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers,” Donaldson said.

“Last year’s campaign ‘The Regulars’ reintroduced VB as a beer for everyone. The campaign nailed the brief and was very successful, with brand equity improving for the first time in five years.”

‘The Regulars’ campaign was one of the most awarded alcohol ads in the world in 2009, winning a Cannes Gold Lion and a D&AD Black Pencil award.

VB had a main media spend of $5.6 million in the 12 months to May 2010, up from $3.5 million in the previous corresponding period, according to Nielsen. Donaldson told AdNews VB expected to maintain its level of ad spend.

What do you think? Is the 'Real' campaign as good as the focus group research indicated? Let us know in the comments section below.

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