By Jordan Gelbart

Pure Blonde is set to flex its muscles in the off-premise market with its first on-pack promotion – Quest for Cash.

The competition gives Pure Blonde drinkers the chance to compete for a share of $100,000 by finding a quarter of a map of Brewtopia printed inside the carton.

To be in the running for the big prize, they’ll need to register the map’s code at and continue their search for the other three pieces of the map.

Once all four pieces have been found by the first two individuals or teams (of up to four people) and registered online, they will then compete in an all-expense paid, three-day hunt for the final cash prize in Victoria.

The winner will receive $90,000 with the runner-up taking home $10,000.

The promotion will available through all brand variants – Pure Blonde, Pure Blonde Naked or Pure Blonde White Lager – in specially marked cartons that also offer a chance of winning a daily prize of $1,000.

Group marketing manager for Pure Blonde Richard Oppy said Quest for Cash was designed especially with customers in mind but would also reward off-premise retailers.

“We wanted to reward Pure Blonde fans and felt Quest for Cash was a perfect opportunity to do that – a big cash prize as well as a competitive adventure that’s a bit of fun and encourages Pure Blonde drinkers to engage with each other by forming teams to find all four pieces of the map,” he said.

We think it’s going to be a huge success and a great selling point for off-premise retailers.”

The competition runs until March 14, 2011, and continues the theme of the recent TVC which follows two wide-eyed blokes, map in hand, embarking on an adventure through the land of Brewtopia.

In-store support for retailers will include A2 posters, fridge and price board decals.

There will also be support on the Pure Blonde Facebook page which currently has over 53,000 fans.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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