Heavy Hitting Team of Evil-Doers Promises to Be a ‘Touch More Pure’ in Carlton & United Breweries’ Pure Blonde Organic Lager Campaign

    By Harold Henry - Nov 27, 2020
    Heavy Hitting Team of Evil-Doers Promises to Be a ‘Touch More Pure’ in Carlton & United Breweries’ Pure Blonde Organic Lager Campaign

    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

    Social: CUBHouse

    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


    Get more brand in your diet

    We never share your info, we only share ours.