LINEAGE
Pure Blonde, part of the Foster’s stable of beers, claims to be the first beer in Australia to be marketed as low-carbohydrate. It’s been on the market for just over two years, but has gained 3.2% of the $990 million packaged beer market.
4/5
Brewed by veteran adman John Singleton’s Bluetongue Breweries, Bondi Blonde is also low-carb and it launched on 1 January. The brand name was created by Bondi resident Dean Brunne in 2003, but he has since divested all interest to Blue-tongue Breweries, of which Singo and son Jack are major shareholders.
4/5
MONEY TALK
This niche beer category isn’t a big spender on advertising. In the 12 months to November 2006, Foster’s spent $760,000 on main media, according to Nielsen Media Research AdEx figures. Its respectable market share is a good result for such a modest outlay.
4/5
It’s too early for AdEx from Nielsen for this Blonde. Reports on how much Singo forked out to bring Paris Hilton to Sydney for a six-day visit to promote the beer vary, with estimates ranging from $1 million to $5 million. The PR result was a success, but not exactly a cost-effective exercise.
3/5
AD ATTACK
Advertising for Pure Blonde is restricted to print and outdoor, created by Foster’s main agency, George Patterson Y&R Melbourne. A campaign is currently in market, but Foster’s spokesperson Jacqui Moore said there will be no advertising response to Bondi Blonde. “We’re not in the business of being reactive,” she said.
3/5
Bondi Blonde’s first mainstream advertising effort will kick off with a TVC in mid-February, created by Newcastle-based agency Peach, part of Singo’s STW Group. It will star the face of Bondi Blonde, Jamie Wright, and surfer Koby Abberton. The campaign will include promotional activity in pubs. Jack Singleton claims the above-the-line spend will be between $500,000 and $1 million.
4/5
VITAL STATS
Pure Blonde is full-strength with an alcohol volume of 4.6%. It claims to have 70% less carbohydrates than a regular beer, with 0.9 grams per 100mL. A standard beer contains between 3.5 and 5 grams of carbohydrate per 100mL.
4/5
Bondi Blonde is also full-strength, with a slightly lower alcohol volume of 4.5%. Its carbohydrate content is even lower than Pure Blonde, at an impressive 0.02 grams per 100mL.
5/5
BLONDE AMBITION
As with its other products, Foster’s does not release sales targets or market share ambitions for Pure Blonde. Its numbers to date, as revealed above, are impressive, however.
4/5
Jack has ambitious targets, aiming to snare between 5% and 10% of the total packaged beer market within 12 to 24 months. “That really depends on category growth,” he admits, but argues low-carb beer should grow to 15% to 20% total market share. However, in a notoriously parochial beer market, it remains to be seen if it will be successful outside NSW.
3/5
Pure Blonde: 19/25
Bondi Blonde: 19/25
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