Victoria Bitter has launched a new campaign, adapting its famous anthem, to encourage more Australians to get their COVID-19 vaccination.

The new advert, which launched this week, uses the same images from classic VB commercials, but changes the words to call on Australians to get vaccinated, so we can all get back to the pub.

The new ad says: “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. Matter of fact, I got mine now.”

VB’s Head of Marketing Brian Phan the idea is to encourage more people to get vaccinated, so people across the country can return to work and re-unite with family and friends.

“This will support hospitality and business more broadly by encouraging Aussies to get the jab so we can re-open all of Australia’s pubs, clubs, construction sites, offices, shops and everywhere else you earn a hard earned thirst.

“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.”

Robert Iervasi, Group CEO of Asahi Beverages added: “Re-opening businesses and re-uniting with loved ones is critical for the wellbeing of all Australians. We hope we can play a small role in this unprecedented national effort to roll up our sleeves together and ensure Australia’s long-term recovery.”

Australian Hotels Association Chief Executive Stephen Ferguson welcomed the new campaign, saying: “We have all missed the social things in life like gathering with mates at the pub for a beer. The sooner we all get vaccinated, the sooner we can get all get back to living.”

Clubs Australia CEO Josh Landis added: “Your local club can’t wait to swing open the doors and start serving fully vaccinated patrons. It is so important for us all to get the jab so that we can enjoy an ice-cold VB at our favourite venues once again.”

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.

See the new advert below:

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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