This weekend, Victoria Bitter (VB) will unveil its first television commercial from its latest marketing campaign entitled “Real.”

The new campaign has been developed by Droga5, and will feature a number of executions including two television commercials, outdoor, print and digital advertising across the country. The second TVC, ‘Slide’, will follow later in the year, launching during the cricket.

“VB has always been an honest, genuine brand and that’s what Australians love about it,” said Paul Donaldson, group marketing manager for VB and Crown.

The campaign aims to target “real men,” who are challenged in an “increasingly superficial society.” VB said, “From photo-shopping Facebook profile photos to skinny jeans and plastic surgery, the campaign showcases that, while superficiality will always exist, men have a real desire to be authentic.”

“We are now in the second year of a five year strategy to evolve VB and make it even more relevant to Australian drinkers,” continued Donaldson. “Last year’s campaign ‘The Regulars’ reintroduced VB as a beer for everyone. The campaign nailed the brief and was very successful, with brand equity improving for the first time in five years.”

‘The Regulars’ campaign was one of the most awarded alcohol ads in the world in 2009, winning a Cannes Gold Lion and a D&AD Black Pencil award, amongst others.

“VB is a brand that has been talking to blokes for over 100 years,” continued Donaldson. “What we’ve seen over the past decade is a shift away from authenticity. Put simply, in a world where superficiality is ever-increasing, VB stands as the counter-point to this phenomenon. To Australian males, being a ‘real bloke’ is still incredibly aspirational and motivational, and this takes VB back to the very core of what the brand is about – an authentic, full flavoured beer for genuine blokes.”

Source: Foster’s