VB pledges to ‘Shout the Nation’ on Saturday despite Australia’s dismal Ashes loss
VB announced today it would honour its ‘Shout the Nation’ pledge made in November, offering all eligible Aussies the chance to get their hands on a complimentary VB can or stubby, despite the Aussie cricket team not winning the Ashes.
In the promotion created by Droga5 Sydney, VB will now ‘Shout the Nation’ on Saturday January 8th (Sunday January 9th in W.A.) offering a free ice-cold 375mL can or stubby to all eligible Australian adults. VB will publish a voucher for a complimentary VB in selected News Limited papers on January 8th (January 9th in W.A), which can be redeemed at participating local Liquorland, 1st Choice or Vintage Cellars outlets. The complimentary beer courtesy of the ‘Shout the Nation’ promotion is only available to Australians over the age of 18 years and only one voucher per person is redeemable.
The following News Ltd papers will be participating in the promotion: • Herald Sun (Victoria) • Daily Telegraph (New South Wales) • Courier Mail (Queensland)
• The Advertiser (South Australia) • Sunday Times (Western Australia)
“What better way to kick off a fresh Aussie summer than with a cold can or stubby of the best cold beer, VB,” said Paul Donaldson, group marketing manager for VB. “We were all backing the boys to win back the urn, but unfortunately the Poms were just too good. We promised to ‘Shout the Nation’ at the start of the Ashes campaign, and even though the boys didn’t bring home the Ashes, that’s what we are going to do.”
The ‘Know When To Declare’ campaign is the largest sports driven responsible consumption program in this country with partners including Cricket Australia, Carlton & United Breweries, Diageo and Channel 9. In its second year (2010/2011 summer), the program has again included a national TV campaign, at ground activities and had an expanded presence at community cricket clubs, encouraging drinkers to enjoy responsibly.
For the full ‘Shout the Nation’ terms and conditions visit www.vb.com.au
17 Comments
Sounds like a campaign that didn’t go quite the way they were expecting. But hey, let’s just ignore that and offer everyone free beer anyway. After all, we wouldn’t want to waste a great marketing ploy.
VB. For losers.
3:56’s comment ‘VB. For losers’ is an incredibly powerful headline for Lion to run on the 8 Jan when the VB start handing out the free beer. 99 times out of 100 we’re right to advise a client not to run an ad knocking a competitor, but not in this case. ‘For losers’ is an idea I’d try and keep alive as long as possible.
You reckon?
Droga should have just forgotten about this. It’s been done bigger, before and better by Pepsi. Then NZ started giving away mini ice creams to everyone. Just let it go.
Perhaps VB should shout one of its competitors’ brands, i.e.:
‘Toohey’s. For Losers.’
@6:24 PM
How would that benefit Lion exactly?
No-one likes being called a loser and even if you don’t personally drink VB you don’t go up to VB drinkers and call them losers. That’s un-Australian.
VB could give a free VB to the Barmy Army instead.
It’s time for a change of direction. Think of ways to use new spinner Michael Beer and, using the newspaper and television headlines as a style guide, let the truly excruciating puns flow.
AK – you’re right, it is un-Australian but……..
I think the’ VB. For losers’ tag could stick.
Just because we don’t like something doesn’t mean
it doesn’t work, or that you’re not effected by it
Beer tears.
howzatt going to work?
2:49
It could work like this.
Lara Bingle might be a perfectly nice young lady, but the ‘bogan’ tag has stuck and no quality brand would want to be associated with her.
That might be unfair and the public criticism of her [by people who have never met her] might be un-Australian but ………… it’s still had an effect.
So, whether fair or not, I’d run ‘VB. For losers’ ad, because as un-Australian and unfair as it might be, it would still stick.
What’s the point of having it ‘stick’ if it’s contrary to the perceived brand values?
It makes no sense.
AK. Do you think I was suggesting VB run the ad?
i wasn’t. That would be crazy.
I’m suggesting Lion do it and to make a topical ad for one of their less mainstream brands as the vehicle.
That way it looks like a ‘cheeky’ Aussie ad more than an un-Australian ‘knocking’ ad.
In the newspaper today, Fosters has blamed the weather for the downturn in beer sales!!!
The weather?
The blame should be leveled at their own marketing/advertising department for allowing useless beer communications like this happen.
Blaming the weather for a downturn in beer sales is the most un-Australian excuse I’ve ever heard.
Since when did the weather stop Aussies from drinking beer?
Whoever is responsible for that excuse should be deported back to the civilised country hey came from. Immediately.