Truly Deeply/Madly

Brand Expe­ri­ences with Brand Dif­fer­en­ti­a­tion Designed–in
Aus­tralian beer brand VB has just launched a sales pro­mo­tion based on a seri­ously smart prod­uct inno­va­tion — the dis­pos­able ice box. The ‘Esky’ as ice boxes are called down under is an essen­tial piece of beer drink­in­ing equip­ment as much of the bev­er­age is imbibed out­doors and through typ­i­cally long and hot sum­mers. Keep­ing beer cold at these times is pos­si­bly the most essen­tial act of human survival.

As the smart brand builders at VB put it; “the best cold beer just got a whole lot colder”, with the launch of the VB Ice Box. An Australian-first, the lim­ited edi­tion car­ton is 100% water­proof, spe­cially designed to trans­form from car­ton to chill-box with the addi­tion of ice.
The 24-pack car­ton fea­tures a per­fo­rated lid which, when opened, gives easy access to the loose packed bot­tles like a tra­di­tional cooler. Just add ice to cre­ate the ulti­mate dis­pos­able ice box, per­fect for keep­ing your beers cold when you’re out and about.

“Every Aussie bloke has faced the chal­lenge of keep­ing his beer cold at a party,” said Craig MacLean, Group Mar­ket­ing Man­ager for VB. “Squeez­ing his warm beers into the cooler, fight­ing his mates for that last bit of icy cold space.The VB Ice Box solves this prob­lem. All you have to do is turn-up, tear open the lid and pour ice over your stub­bies. VB is the best cold beer – now there’s no excuse not to drink it at its refresh­ing best.”

The pack­ag­ing has been devel­oped by VB in asso­ci­a­tion with man­u­fac­turer Visy. Made from a newly devel­oped water-proof paper grade, com­pris­ing a com­bi­na­tion of paper and lam­i­nated PET, the webbed car­ton pre­vents leaks through its cor­ners and is recy­clable under nor­mal recy­cling processes.

The best prod­uct inno­va­tions are often the ones that solve a need by mak­ing our lives eas­ier. Any prod­uct inno­va­tion aligned to its brand promise pro­vides even greater mar­ket­ing mus­cle — and with the brand posi­tion­ing of ‘The best cold beer’ VB have served up a rip­per here. I’ve a hunch the guys at Fos­ters knew they were onto a good thing, launch­ing the brand pro­mo­tion at Easter time as the weather typ­i­cally turns chilly and esky’s are packed away for the win­ter. By jump­ing the gun, VB grabs own­er­ship of this smart prod­uct, mean­ing that when sum­mer comes around again — they have a top shelf national sales cam­paign with first rate brand align­ment sit­ting in their pocket ready to go.

Dave Ansett, Bran­da­men­tal­ist
Afi­cionado of Ice Cold Beer Brand Expe­ri­ences
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Related arti­cles

• VBS is fill­ing up!! (ucckids.org)
• When a hard earned thirst needs a big cheap beer (thepunch.com.au)
• Beer wars: big retail v Foster’s (theage.com.au)

Tags: Advertising, beer, beer brands, beer sales promotion, Brand Agency, brand alignment, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, Brand DNA, Brand Experience, Brand Expression, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand Personality, Brand Strategy, Brand Voice, brand-designers-Melbourne, brand-gesture, Brand-Storytelling, brandamentalist, Corporate Image, Creative Ideas, Dave Ansett, David Ansett, fosters, Graphic Design Melbourne, Melbourne brand designers, Melbourne Brand Strategy, product innovation, sales promotion, Truly Deeply, VB, Visual Language

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