Carlton & United Breweries’ Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be ‘A Touch More Pure’ via Clemenger BBDO, Melbourne.
To celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that it’s hard to be good.
The campaign launched with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure, whether it be a vampire doing human-free Mondays, a galactic emperor recycling what’s left of the enemy bases he destroys or a devilish character committing to only buying products that are certified organic.