Case History Database

After eleven years of decline, many saw VB as a lost cause. Aussie men were drinking less beer, and the beer they were drinking was more international, more premium, and just more interesting. VB had become a tired symbol of middle-of-the-road, ocker ‘Straya – not interesting or aspirational to anyone. By publicly apologising for some unpopular decisions and by reinterpreting and reigniting the brand’s lost values, we earned back respect for VB and returned it to growth for the first time in a decade. This paper highlights the first brave steps in returning an Australian icon to its former greatness.

Author & Senior Planner		Matt Kingston
Author & Planning Director		Mike Derepas
Creative Chairman		James McGrath
Executive Creative Director		Ant Keogh
Creative Directors		Jim Ingram and Ben Couzens
Art Director		Ben Couzens
Copywriter		Jim Ingram
TV Producer		Sevda Cemo
Print Producer		Benjamin Nash
Managing Partner		Paul McMillan
Client Services Director		Simon Lamplough
Account Director		John Meagher
Account Manager		Georgia Field
Account Executive		Giselle Tooth
Client		Andy Gibson		CUB, Victoria Bitter
Client		Richard Oppy		CUB, Victoria Bitter
Client		Andy Meldrum		CUB, Victoria Bitter
Client		Craig Maclean		CUB, Victoria Bitter
Client		Mim Orlando		CUB, Victoria Bitter
Client		Belinda Brosnan		CUB, Victoria Bitter