The Problem
Cricket. Beer. Rivalry.
Victoria Bitter, an Australian beer brand, faced a classic marketer’s dilemma: driving more sales with less money. They needed to stand out during a major sporting event and didn’t even have an official sponsorship to help them.
How do you leverage a 142-year-old cricket rivalry to cure declining brand awareness?
The stakes were high. The Ashes series between Australia and England isn’t just cricket. It’s national pride on a global stage.
Victoria Bitter needed a way to connect with fans, generate buzz, and do it all without breaking the bank.
The Landscape
Picture this: It’s 2023. The Ashes, a cricket series played biennially between England and Australia, is in full swing. Tensions are high.
Then, a controversial umpiring decision goes Australia’s way. English fans are fuming. The cricket world is ablaze with debate.
Then, the unthinkable happens.
The English team breaks a time-honored tradition: they refuse to share post-match beers with the Australians.
In the world of cricket, this is sacrilege. But for advertising? It’s a blessing.
The Insight
The insight? Well, it’s in the name. The English weren’t just upset. They were bitter.
And it turns out Victoria Bitter knows just a bit about that.
The Strategy
Victoria Bitter’s plan was audacious, a little cheeky, and quintessentially Australian.
They rebranded. Not permanently, mind you. But for one glorious moment, Victoria Bitter became England Bitter.
Within 48 hours, they produced and shipped a batch of England Bitter to the English team’s dressing rooms. Unrefrigerated, of course. Because when you’re sticking it to your rivals, you don’t spring for refrigerated shipping.
The campaign was multi-pronged:
1. Social media blitz
2. Print ads in UK newspapers
3. Merchandise at Ashes matches
4. A cricket-themed remix of the iconic Victoria Bitter jingle
It was fast. It was furious. It was provocative. It was everything reactive marketing should be.
The Outcome
The results? Nothing short of spectacular.
In just 72 hours:
– 23.5 million impressions (reaching 90% of Australians)
– $4.5 million in earned media
– 1391% increase in organic social engagement
– Highest engagement levels in VB’s 170-year history
– 30,000 cases of England Bitter ordered due to public demand
The campaign struck a chord. It resonated with Aussies, amused neutrals, and even got a chuckle from some good-humored English fans.
Why It Worked
So, why did it work? Let’s break it down:
1. Speed and Agility: In marketing, timing is everything. Victoria Bitter struck while the iron was hot. They capitalized on a moment when the entire cricket world was watching.
2. Cultural Relevance: The campaign tapped into a deep-seated rivalry. It wasn’t just about beer. It was about national identity.
3. Multi-channel Approach: VB used an integrated approach: social media, print, and cornerstone activations to ensure maximum reach and engagement.
4. Newsjacking: VB inserted itself into a conversation that was already happening by latching onto a major sports controversy.
Lessons Learned
1. React Fast, But Smart: Speed is crucial in reactive marketing. But it’s not just about being first. It’s about being relevant.
2. Embrace Controversy (Carefully): A little controversy can be a powerful marketing tool. But tread carefully. VB’s campaign was cheeky, not mean-spirited.
3. Leverage Cultural Moments: Major events create shared experiences. Brands that can tap into these moments can create powerful, enduring connections with their consumers.
4. Be Authentic: VB’s campaign worked because it felt genuine. It was true to the brand’s (and nation’s) identity and voice.
The “England Bitter” campaign wasn’t just a win for Victoria Bitter. It showed how a brand can insert itself into a cultural moment, create buzz, and drive real business results.
In a world where attention is the most precious commodity, VB proved that with the right idea at the right time, you can capture the imagination of an entire nation.
And that, my friends, is worth raising a (chilled) glass to. Cheers!
Making The Case is a weekly newsletter written by Zachary Carpenter that dissects advertising’s greatest hits. Each issue peels back the layers of a legendary campaign, revealing the strategy, creativity, and sheer grit behind its success. From boardroom battles to breakthrough moments, these are the stories of how great ideas became unforgettable campaigns. For marketers, creatives, and anyone fascinated by persuasion, it’s your backstage pass to advertising brilliance.