Motley Crew of Villains Encourage Us to Be ‘a Touch More Pure’ with New Brand Platform

Carlton & United Breweries’ Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be ‘A Touch More Pure’. Created by Clemenger BBDO Melbourne to celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that it’s hard to be good.  

The campaign launches with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure, whether it be a vampire doing human-free Mondays, a galactic emperor recycling what’s left of the enemy bases he destroys or a devilish character committing to only buying products that are certified organic.

The campaign is supported by OOH, radio, trade and social activities, a full packaging re-design across all Pure Blonde Organic Lagers and Cider, and a national promotion later in the year.

Pure Blonde senior marketing manager, Zac Gelman, said: “This is a massive year for Pure Blonde and we’re excited and proud to share our new campaign made with Clems. We hope it will make punters laugh, think and hopefully go out and try a delicious Pure Blonde Organic Lager.”

“Wrestling with the lofty task of being entirely good is something we can all relate to." added Clemenger BBDO Melbourne ECD, Jim Curtis. "Which is why whether you’re a vampire, cosmic overlord, demon or even a Collingwood supporter - drinking Pure Blonde Organic Lager with all-natural ingredients, is a good place to start.”

The 60” film was shot by Aussie director, Tim Bullock. More information about Pure Blonde Organic Lager can be found here.