Victoria Bitter (VB) has called upon the Australian public to help recreate the iconic theme song that has featured across TV ads since the late 60s, as the brand launches another marketing refresh.
Accompanied by the tagline "a hard-earned thirst needs a big cold beer", VB will judge the best rendition of the well-known brand anthem, eventually compiling the winners to create a new ad, rolled out across its digital channels.
The tune, which is a re-recording of the theme from to The Magnificent Seven and was also used as the in Marlboro cigarettes' advertising, is one of VB's most recognisable pieces of branding.
“This is the ad that made VB the Australian icon it is today. But after half a century of the tune done our way, it’s now time to hear VB drinkers do it their way," VB senior marketing and sponsorship manager Hugh Jellie said.
“Whether it’s whistling on one of our amazing beaches, tapping your finger on the kitchen counter or singing to your partner in front of the Opera House, we want to see it and feature it in our new ad.”
The search to find a new rendition was officially launched today at #VB50yearsofcheers celebrations in Melbourne, which saw Horns of Leroy Brass Band, Rock Group Diet and opera singer Maddie Featherby perform their take on the anthem.
Entries can be submitted via Facebook, Instagram or Twitter using the #VB50yearsofcheers hashtag.
In celebration of its 50th year birthday, VB has ramped up its marketing efforts in recent months, putting further emphasis into its digital channels.
This has included the launch of its own official clothing line on a dedicated e-commerce platform, with the majority of product selling out in weeks, as well as a tattooing campaign that gave fans the opportunity ink themselves with slightly adjusted logo.
Jellie previously told AdNews that merchandise aligns with the brand's ambition to connect with consumers in unexpected ways, adding that traditional advertising "doesn't do enough" nowadays.
Jellie explained the decision to look for alternative marketing and brand strategies was a direct response to its growing popularity among younger beer drinkers, aged 18 to 25.
This is not the first re-recorded rendition of the popular theme. In the mid-00s a previous advertising campaign called the Stubby Symphony featured 100 members of the Melbourne and Victorian orchestras playing the theme only using VB beer bottles.
The campaign was created by George Patterson Y&R in Melbourne.
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