Hard earned end to lockdown: VB urges customers to get the jab in a bid to get back on the beers

News 9 Sep 2021 - 1 min read

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Tags: VB Clemenger BBDO

Victoria Bitter is tapping into its well know Hard Earned Thirst positioning to urge customers to get the jab, with lockdowns set to end once state vaccination targets are met. The campaign from Clemenger BBDO also uses VB's famous anthem to get the message across.

What you need to know:

VB is getting behind the vaccine push, urging customers to get the jab.
Its latest campaign uses its famous jingle to get the message out there.

Victoria Bitter will tap into its famous anthem to encourage Australians to get vaccinated against COVID-19.

The campaign has launched this week and will call on Aussies to help us get back to "working up a hard-earned thirst".

The 53-year-old VB anthem is one of Australia’s most iconic and loved advertising songs, celebrating knock-off from a day of hard work with a refreshing cold beer.

The new ad has the classic images and music but with new words: “Right now you can’t get it goalin’, you can’t get it bowlin’. You can’t get it takin’ a vow, or chasin’ a cow.

“A hard earned thirst comes from being all over town. Not from being in lockdown.”

“So if you’d like to get back to leading a band, or lending a hand, roll up your sleeves, and get the jab,” the new ad says. “Matter of fact, I got mine now.”

The new campaign will run on TV in states presently in lockdown and across the country digitally, supported with some print advertising.

It will run for at least a month to help Australia achieve National Cabinet’s requirement of 80 per cent vaccinations before wide-spread lockdowns end.

“VB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. Unfortunately, COVID-19 has taken nearly all of these activities away from us. And let’s be honest, you can’t really earn one sitting on the couch or doing a puzzle. It’s a serious issue, but our Aussie sense of humour is still important during a pandemic," VB’s Head of Marketing Brian Phan said.

The ad was created by VB's creative agency Clemenger BBDO.