Victoria Bitter and TLA have teamed up to officially release Thirst. A scent by VB, in what is believed to be the world’s first fragrance released by a beer brand.
On behalf of Carlton & United Breweries (CUB) and VB, TLA has project-led the campaign from start to finish across ideation, product development, creative, content and digital production, PR and ambassador engagement of Australian comedian, Harley Breen.
To celebrate the "knock-off" moment after a hard day at the worksite or the home office, VB has partnered with leading Australian perfumers to create a scent that mixes fine fragrance and the essence of VB’s very own Super Pride hops.
Alongside TLA, the campaign saw VB partner with perfume manufacturer Game On Product Group across product development, retail giant Chemist Warehouse and the NRL, via digital, social communications and ambassador engagement of rugby league stars James Tedesco, Ben Hunt and Wade Graham.
"We love hard work, but let’s be honest, no one wants to be the person who brings the smell of the worksite to knock-off drinks, even if that’s the bar at home for now," CUB head of classic brands Hayden Turner says.
"With everything that's going on at the moment, we're pleased to be able to find a creative way to offer hard-working Australians something that'll hopefully give them a laugh while leaving them smelling great.
“It’s been great to see this product come together and to be able to work with our innovative partners including TLA, Chemist Warehouse, Game On, the NRL and PHD Media.”
TLA general manager - partnerships Paul Malina says the work builds on an already ten-year strong relationship with CUB.
“The campaign had a touchpoint with all areas of our events and consultancy team across partnerships, creative, content and digital and marketing and communications," Malina says.
"It was great to see the collaboration across a long-lead campaign that results in today’s release. We hope that all Australians will get around Thirst, and families will have now found the perfect gift for Dad in time for Father’s Day.”
Thirst. A scent by VB is available in a limited quantity on Victoria Bitter’s merchandise store, as well as nation-wide at Chemist Warehouse outlets and their online store.
Credits:
Client: Carlton & United Breweries
Classic Brands Director: Hayden Turner
Senior Lead – Victoria Bitter: Hugh Jellie
Assistant Brand Manager – Victoria Bitter: Emma Turner
Creative, Production and PR: TLA
Manufacturer: Game On Product Group
Social Comms: CUBHOUSE
DOP: TLA / Zain Khan
Director: TLA / Jack Ryan
Media: Game On / Chemist Warehouse, NRL, PHD Media
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