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Breweries back Covid-vaccination campaign with reimagined ad and free beer

Victoria Bitter is calling on Aussies to get vaccines against Covid-19 with its latest campaign reworking its classic advertisement “Hard-earned thirst’. 

“So if you’d like to get back to leading a band, or lending a hand, roll up your sleeves, and get the jab,” the new ad says. “Matter of fact, I got mine now.” 

The campaign is a reimagination of Victoria Bitter’s anthem rolled out 53 years ago, one of the country’s most popular advertising songs. Through the advertisement, Victoria Bitter hopes to encourage more Aussies to get vaccinated so people across the country can return to work and reunite with family and friends.

Meanwhile, Geelong brew, Furphy has promised to reward double-jabbed Aussies with a free beer when pub and club doors reopen, as it, too, helps to encourage those more reluctant to be vaccinated.

Parent Lion has offered its people located throughout Australia an afternoon off to spend at the pub after re-opening, and is encouraging employers to give their vaccinated staff a ‘Vaxxed to the Pub’ early mark.

Meanwhile, Victoria Bitter’s head of marketing Brian Phan said CUB has been celebrating ‘taking a vow’, ‘chasing a cow’ and ‘leading a band’ for more than half a century. “Unfortunately, Covid-19 has taken nearly all of these activities away from us,” said Brian Phan, head of marketing at Victoria Bitter. 

“Let’s be honest, you can’t really earn one sitting on the couch or doing a puzzle. It’s a serious issue, but our Aussie sense of humour is still important during a pandemic.”

The new advertisement will be run on TV in states presently in lockdown and across the country digitally, supported with some print advertising. It will run for at least a month to help Australia achieve the National Cabinet’s requirement of 80 per cent vaccinations before wide-spread lockdowns end.

Victoria Bitter is owned by Asahi Beverages, which last year acquired Carlton & United Breweries.

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