The famous Victoria Bitter tag line: “For a hard earned thirst”, is set to make a comeback to TV when a new television campaign for the iconic Australian beer brand hits screens from November 8.
The campaign will be based around three new advertisements, featuring Aussie tradies and “skilled, capable blokes” and themed around the notions of 'hands', 'shirt' and 'sweat'.
The advertisements will feature close-up views of the men at work, captured using tiny cameras attached to work tools and equipment from chainsaw blades and sledge hammers to ute trays and paint rollers.
To coincide with the campaign, the brew's bottles have also been redesigned by Melbourne agency Cowan to link the brand to its heritage packaging of the past.
The new packaging puts Victoria Bitter proudly back on the label, as well as integrating the brand's 1854 establishment date and 4.9% alcohol by volume message.
Carlton & United Breweries (CUB) general manager of Victoria Bitter, Richard Oppy, said the campaign was the final step in taking Victoria Bitter back to its roots.
“The feedback from drinkers about the return of Victoria Bitter to full flavour and full strength has been overwhelmingly positive and we think returning to the ‘For a hard earned thirst’ tagline will be just as well received,” he said.
“Victoria Bitter is once again the only beer for Aussie blokes who have worked hard and built up a hard earned thirst, whether it’s on a work site or doing a bit of DIY on the weekend.”
The new ads were created by Clemenger BBDO Melbourne. Clemenger executive creative director Ant Keogh said the team wanted to make ads that captured the heart and spirit of what beer drinkers loved about the brand.
“When it comes to writing a Victoria Bitter ad, there’s so much pressure from all sides. Right from the outset, our creative team made a commitment to focus on what was right for Vic Bitter drinkers,” he said.
Victoria Bitter has harked back to its iconic "For a hard earned thirst" tag for its latest advertising campaign
