VB Tea

Background

For years, iconic Australian beer brand, Victoria Bitter, was a major sponsor of the Australian cricket team, with the brand being synonymous with the team and its appearances at the Ashes series’ over the years. Three years ago, one of VB’s arch-rivals (XXXX Gold) took up the sponsorship of the Australian men’s cricket team. With an Ashes series being set to be played out in England, the challenge was to find a way to steal an unfair share of the conversation from their rivals and get VB back in to the cricket conversation without actually having a sponsorship.