| Title | REINVENTING A ONCE LOVED AUSSIE ICON |
| Brand | CARLTON & UNITED BREWERIES |
| Product / Service | VICTORIA BITTER |
| Category | A01. Creative Effectiveness |
| Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
| Media Agency | MEDIACOM Melbourne, AUSTRALIA |
| Production Company | EXIT FILMS Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Matt Kingston | Clemenger BBDO Melbourne | Author/Senior Planner |
| Mike Derepas | Clemenger BBDO Melbourne | Author/Planning Director |
| James Mcgrath | Clemenger BBDO Melbourne | Creative Chairman |
| Ant Keogh | Clemenger BBDO Melbourne | Executive Creative Director |
| Jim Ingram And Ben Couzens | Clemenger BBDO Melbourne | Creative Director |
| Jim Ingram | Clemenger BBDO Melbourne | Copywriter |
| Ben Couzens | Clemenger BBDO Melbourne | Art Director |
| Sevda Cemo | Clemenger BBDO Melbourne | Tv Producer |
| Benjamin Nash | Clemenger BBDO Melbourne | Print Producer |
| Paul Mcmillian | Clemenger BBDO Melbourne | Managing Partner |
| Simon Lamplough | Clemenger BBDO Melbourne | Client Services Director |
| John Meagher | Clemenger BBDO Melbourne | Account Director |
| Georgia Field | Clemenger BBDO Melbourne | Account Manager |
| Giselle Tooth | Clemenger BBDO Melbourne | Account Executive |
| Andy Gibson | CUB/Victoria Bitter | |
| Richard Oppy | CUB/Victoria Bitter | |
| Andy Meldrum | CUB/Victoria Bitter | |
| Craig Maclean | CUB/Victoria Bitter | |
| Mim Orlando | CUB/Victoria Bitter | |
| Belinda Brosnan | CUB/Victoria Bitter |
After eleven years of decline, many saw Victoria Bitter (VB) as a lost cause. Australian 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 a bygone era – 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. Key campaign highlights include completely out-performing benchmarked advertising-tracking objectives (7) as well as achieving three full quarters of sales growth without having to drop our price (Figure 13). This paper highlights the first brave steps in returning an Australian icon to its former greatness.