By James Atkinson

VB will spend a total of $5.5 million on marketing initiatives this summer, the brand's biggest campaign outlay in recent memory.

TheShout this week reported VB would give away prizes including vending machines and cooling bags to drinkers as part of its 'best cold gear' campaign.

The brand will also continue to push its limited-edition 'Ice Box' carton that is designed to transform from carton to cooler with the addition of ice.

VB senior brand manager Craig Maclean told TheShout that the total prize pool for the two promotions combined is $2.94 million.

He said this brings VB's total summer spend to $5.5 million, which is an increase of 20 to 30 per cent on previous years, and the brand's biggest outlay since he joined three-and-a-half years ago.

Maclean said the summer campaign is crucial for VB because it "traditionally owns summer".

"It's the optimal time for us to reward drinkers."

The Shout Team

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

Leave a comment

Your email address will not be published. Required fields are marked *