Carlton & United Breweries’ Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be ‘A Touch More Pure’ via Clemenger BBDO, Melbourne.
The lager is now brewed with all-natural ingredients and the spots feature a who’s who of evil all professing how they’ve tried to change themselves for good as they sit politely in a mountainside retreat therapy session. After all, it’s not always that easy.
The Vampire will be going human free on Mondays and donating 30 percent of the blood she sucks to blood banks. The galactic emperor promises to print his war plans on double-sided paper. And of course, Satan commits to only buying products that are certified organic.
“This is a massive year for Pure Blonde and we’re excited and proud to share our new campaign made with Clems,” said Zac Gelman, senior marketing manager, Pure Blonde. “We hope it will make punters laugh, think, and hopefully go out and try a delicious Pure Blonde Organic Lager.”
The campaign is supported by OOH, radio, trade, and social activities, a full packaging re-design across all Pure Blonde Organic Lagers and Cider, and a national promotion later in the year.
“Wrestling with the lofty task of being entirely good is something we can all relate to,” said Jim Curtis, ECD, Clemenger BBDO Melbourne. “This is why whether you’re a vampire, cosmic overlord, demon, or even a Collingwood supporter — drinking Pure Blonde Organic Lager with all-natural ingredients, is a good place to start.”
The film was shot by Aussie director Tim Bullock.
More information about Pure Blonde Organic Lager can be found here.
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Antonia Ciorciari – Head of Brand – Contemporary
Zac Gelman – Senior Marketing Manager, Pure Blonde
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
Cinematographer: Shelley Farthing Dawe
Character Design & Prosthetics Artists: Odd Studio
Costume Designer: Paula Ryan
Production Designer: Sam Lukins
Makeup Artists: Matt Hornby & Jenny Roberts
Casting: i4 Casting
Editor: Adam Wills
Post Production: Alt VFX
VFX Lead / Supervisor: Dave Edwards
Dove end frame CG animation: Blockhead VFX
Sound: Rumble Studios
Sound designer: Tone Aston
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