CUB is making a play for womens' dollars, promoting its latest cider as a healthy option for active Australians.
Pure Blonde is targeting women in the latest iteration of its sports lifestyle approach.
The new 15-second spot is part of a wider $10 million campaign that aims to position Pure Blonde as the number one beer for active Australians and look more like Nike ads than beer ads.
The ad features shots of a young woman working out, cutting to a scene of her enjoying a cider with friends. It promotes Pure Blonde’s 60% less sugar than regular cider.
The first ad, released earlier this year, featured a similar scene with a young male enjoying an active lifestyle as well as a Pure Blonde.
Clemenger BBDO Melbourne is CUB’s creative agency of record.
The latest ad from CUB taps into a trend from alcohol brands to promote a healthier lifestyle through new products and also attempt to reach women.
Heineken has been celebrating the success of its Heineken 3 mid-strength beer with a series of events and Diageo launched a slew of new products last year to target health-focused consumers.
