Case History Database

‘Anticipative marketing is more risky than responsive marketing; companies may come into the market too early or too late, or even be totally wrong about thinking that such a market would develop.’ – Philip Kotler Pure Blonde is a story of a brand that didn’t commit too early or late but in 18 months undertook a campaign to establish brand leadership in a new beer segment, overcoming longstanding prejudices and stereotypes many so-called ‘better for you’ beers have fallen foul of in the past. Not only has the brand successfully cemented itself as the leading low carbohydrate beer in Australia, in doing so Pure Blonde has achieved equity results that today define the brand as an emerging icon.

	Planning & Insights Director		Paul Rees-Jones
	Group Account Director		Paul McMillan
	Account Director		Phil Baker
	Account Manager		Matilda Hobba
	Executive Creative Director		James McGrath
	Creative Director		Emma Hill
	Creative Director		Cameron Hoelter
	Marketing Director		Peter Sinclair		CUB
	Group Marketing Manager- Premium & Craft		Ben Summons		CUB
	Brand Manager		Annabel Wallace		CUB
	Assistant Brand Manager		Jane Slatery		CUB
	General Manager- Consumer & Market Insights		Kathy Barber		CUB
	Market Intelligence Analyst- Insights		Matthew Collinge		CUB
	Market Intelligence Analyst- Insights		Tim Opie		CUB