Victoria Bitter has released its first major advertising campaign in more than five years, with a focus on the skills and intelligence required in the modern Australia workplace.

The well-known slogan has been changed to “a hard-earned thirst means a whole lot more”, and the new ads highlight the technical capability of Australia’s workforce.

Carlton & United Breweries’ Head of Classic Beer Sarah Wilcox said the new adverts reflect an evolving definition of hard work.

“VB has always proudly stood for an honest day’s work, and the blood, sweat and tears that go into that. But it’s time to re-define what hard work means. Hard work is not just physical. It’s about celebrating the skills and technical capability of hard-working Aussies to get the job done properly,’’ she said.

The new ads show an arborist using mathematics to safely fell a tree between two buildings, and a motorbike rider fixing his bike in a remote location. The campaign also highlights roles outside of the traditional worksite, featuring surfboard shapers and music roadies.

“We know the VB ads and anthem are as iconic as our beer. VB is still best served ice cold, but the world has changed since the ads first aired in the 1980s, and we think these new ads reflect that,” Wilcox said.

The new campaign premiered on Sunday 28 January, with adverts across television, radio, outdoor signage, online platforms, and social media.

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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