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Pure Blonde Organic: A Touch More Pure, 15s
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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. To celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that it’s hard to be good. The campaign launches with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure, whether it be a vampire doing human-free Mondays, a galactic emperor recycling what’s left of the enemy bases he destroys or a devilish character committing to only buying products that are certified organic. 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.
Media agency: PHD Related |
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