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England Bitter

Award: Shortlist

Shortlist / PR / Reactive Response / 2024

Australia’s most iconic beer, Victoria Bitter (or VB for short), responded to one of the most controversial moments in Ashes History by brewing “England Bitter”: a special beer for a bitter English Cricket team.

With no sponsorship rights or media money invested in the 2023 Ashes, VB owned the conversation. The PR response stunt gave VB the most earned media in the brands 170-year history, in just 72 hours.

Credits

Entrant Company

  • The Monkeys Melbourne | Part of Accenture Song

Client

  • Carlton & United Breweries

Brand

  • Victoria Bitter

Advertising Agency

  • The Monkeys Melbourne | Part of Accenture Song

Country

Chief Creative Officer

  • Ant Keogh

Creative Director

  • Adam Slater
  • Connor Beaver
  • Hugh Gurney

Senior Art Director

  • Zenon Predecki

Senior Copywriter

  • Cody Naetzker

Senior Designer

  • Raphael Tamkalis

Senior Producer

  • Katie Wellbelove

Account Director

  • Allan Carlow

Assistant Brand Manager

  • Ben Haysman

Chief Executive Officer

  • Paul McMillan

Chief Strategy Officer

  • Mike Derepas

General Manager

  • Sophie Gosper

General Manager of Marketing

  • Nicole McMillan

Head of Marketing

  • Sarah Wilcox

Marketing Manager

  • Marc Lord
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