Victoria Bitter Promo, Case study DRINKING CHIP by Droga5 Sydney

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DRINKING CHIP

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Australia
Agency Droga5 Sydney
Creative Director Matty Burton, Cam Blackley
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: CARLTON UNITED BREWERIES
Product/Service: BEER
Agency: DROGA5 SYDNEY
Date of First Appearance: Mar 4 2010
Entrant Company: DROGA5 SYDNEY, AUSTRALIA
Chief Creative Officer: David Nobay (DROGA5)
Executive Planning Director: Sudeep Gohil (DROGA5)
Creative Director: Cam Blackley (DROGA5)
Creative Director: Matty Burton (DROGA5)
Writer: David Nobay (DROGA5)
Business Director: Jamie Clift (DROGA5)
Account Director: Esther Knox (DROGA5)
Account Manager: Lucy McBurney (DROGA5)
Media placement: Product placement - In-store - 04/03/2010

Insights, Strategy & the Idea
VB is Australia’s most popular beer. It is an Australian icon and an important part of many Aussie lifestyles. Over many years, it has been positioned simply as ‘The Best Cold Beer’, although without substantial investment in this idea, it needed to be given meaning. While advertising made a significant contribution to meeting this challenge, it made perfect sense for a brand with the stature of VB to be accompanied by the ideal complement to a cold beer, and there’s none better than a ‘hot’ potato chip (crisp).

We were briefed to develop a ‘gift with purchase’ promotion for VB to stimulate sales among existing drinkers in off-premise locations (bottle shops) and reinforce VB’s positioning as ‘The Best Cold Beer’.

Creative Execution
The VB Drinking Chip is the Best Hot Chip made for the Best Cold Beer. An icy cold VB with its hop bitterness is perfectly complemented by the sweet spiciness of the VB chilli chips.

So rather than create the usual give-away type promotion, we created an entirely new product to reinforce VB’s position as The Best Cold Beer.

The chips weren’t for sale. Consumers received a packet for free when they bought a case of VB beer.

Results and Effectiveness
The VB Drinking Chip was the most successful promotion of its type that VB had ever run. Promotional cases of VB during the campaign period lifted sales in June 2010 by 1.3%, representing the biggest uplift in VB sales in over 3 years. After completely selling out, the VB Drinking Chip mark 2 is due winter 2011.