Carlton & United Breweries has partnered with The Monkeys, part of Accenture Song, to relaunch its ultra-low carb beer brand, Pure Blonde.

The new campaign revisits the original 'A Place Purer Than Yours' platform, taking Pure Blonde back to its lush, forested roots.

"The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse. So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure," said Chief Creative Officer of The Monkeys, Ant Keogh.

The campaign film, directed by Freddy Mandy, portrays a trespasser in the world of Pure Blonde being confronted by locals protecting the purity of the beer. The creative aims to remind drinkers that Pure Blonde is 86 calories per bottle and to appeal to a new audience that doesn't want to compromise on taste when it comes to low carb beer.

"It’s great to get back to the delicious, natural world that originally launched Pure Blonde. This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer," said Marketing Manager Pure Blonde at Carlton & United Breweries, Tessa Whittaker.

The campaign is set to go live from the 5th of May in Australia and New Zealand, across broadcast television, OLV, OOH, social and digital audio platforms.