Pure Blonde has created a controversial campaign featuring a sea of blonde people flowing through a quiet street. The visually arresting scene aims to associate itself with the brand's image of purity.
The spot finishes with the tag line 'A Pure Blonde Moment'. The TVC will be supported on Facebook where consumers are encouraged to share photos of their own 'Pure Blonde Moment'.
Pure Blonde's general marketing manager, Andy Meldrum said “From the outset, the Pure Blonde team felt there was a better approach to making beer which is why today we are committed to delivering a beer to Australians that contains nothing artificial. This year, we wanted to bring to screens that same sense of purity – a fleeting moment in time when things just come together.”
“We kept coming back to that feeling when you are able to let go of everything else around you; with the pace of life getting faster and faster anything that makes you stop, think and feel… That’s a Pure Blonde moment.”
The campaign will stretch across TV, digital, out-of-home and social media platforms.
Production Company: Revolver
Digital: The Conscience Organisation
