This Aussie beer brand made tea that tastes like beer for cricket fans staying up to watch the Ashes in England

Victoria Bitter and Clemenger BBDO's 'VB Tea' is brewed with hops

Published On
Jul 31, 2019

Editor's Pick

What's an Aussie beer brand to do when there's a major cricket tournament on, but it's being played on the other side of the world?

That's the dilemma for Victoria Bitter, which has instead developed a brand of tea that (well, in the film anyway) looks disconcertingly like a pint of beer for fans who are intent on watching the Ashes tournament in the U.K. at the moment.

It reminds us somewhat of attempts by alcohol brands to cater for fans with the likes of milk when the World Cup took place in Russia. But this time the tea is actually branded "VB Tea" and is brewed with the beer brand's Super Pride hops, although it's not alcoholic. 

Victoria Bitter marketing director Chris Maxwell says in a statement: “We know how much Australians love cricket, and the long hours and sleepless nights they put themselves through whenever there’s a series in the UK. So, we wanted to reward their hard work in supporting Australia by creating the perfect alternative to English Breakfast to sip on, as we go to battle with the Poms in what’s sure to be a hard-fought series. After all, there’s no time to snooze - especially if the Poms are losing."

Clemenger BBDO created the campaign, which includes the social launch film seen here, as well as PR and influencer elements. The limited edition VB Tea will be available to purchase online for AUS $10.

Credits

Date
Jul 31, 2019
Client :
Victoria Bitter
Agency :
Clemenger BBDO

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Industry
Project Type