Six glass bottles of VB beer with labels reading 'Knock Off VB with Muscles, Shooter, Boss, Pigeon, Tickets, Sauce' on a tray of ice.

Knock Off with VB

Integrated Campaign
OOH, Radio, Digital, Social, Retail, Content

VB wanted to reward their core fanbase by creating a product that would get them excited. Something that VB drinkers would want to collect and purchase. 

As Australians, the way we speak, the way we drink and the importance of mateship is uniquely ours. The moments we share with mates is defined by the language we use. So we celebrated hard working Aussies by creating an on-pack retail campaign that rewarded 30 classic nicknames. 

Delivered across 1m+ cases of VB nationally, and supported with retail, content, OOH, digital and social.

Art Director - Thomas Zoldhelyi 
Copywriter - Jacob Martin 
CD - Tom Meredith
Director - Guy Martin 
Designer - Aimee Brockley

A young man with curly brown hair drinking a bottle of beer outdoors under a cloudy sky.
A brown glass bottle of VB beer with condensation, featuring a green, white, and red label that reads "Knock-Off VB with Old Mate."
Nighttime bus shelter advertisement for VB beer featuring three bottles of VB beer with different labels: Cobba, Knackers, and Old Mate, promoting a nickname collection program.
A brown glass beer bottle with condensation, featuring a label that reads 'Knock-Off VB with Knackers' in green, red, black, and white colors.
A cardboard box of 60 Victoria Bitter (VB) beer bottles labeled 'Knock-Off with Chief' with images of three beer bottles on the side.