Pure Blonde, Australia’s renowned ultra-low-carb beer, is set to captivate consumers once again with the launch of its revitalized campaign, “From a Place Purer Than Yours.” Embracing its roots with the re-establishment of the iconic ‘A Place Purer Than Yours’ platform, Pure Blonde invites consumers into a whimsical realm untouched by the complexities of modern life.
Ant Keogh, Chief Creative Officer of The Monkeys, remarked, “The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse. So, it made sense to revisit the original brand world and see what measures they are taking to keep the beer pure.”
Directed by Freddy Mandy, the campaign film unfolds in the idyllic world of Pure Blonde, where a trespasser is hilariously and swiftly dealt with, offering a humorous glimpse into the beer’s commitment to purity.
Tessa Whittaker, Marketing Manager at Carlton & United Breweries, expressed enthusiasm for the campaign’s return to the brand’s natural origins, stating, “It’s great to get back to the delicious, natural world that originally launched Pure Blonde.”
Whittaker further emphasized the campaign’s aim to reinforce Pure Blonde’s appeal to consumers seeking a low-carb beer without compromising on taste. With just 86 calories per bottle, Pure Blonde continues to cater to a discerning audience that values both flavor and health-conscious choices.
Scheduled to launch in May across Australia and New Zealand, the campaign will span various platforms including broadcast television, online video, out-of-home advertising, social media, and digital audio. By leveraging a diverse array of channels, Pure Blonde seeks to engage both existing and new consumers, inviting them to experience the purity and flavor synonymous with the brand.
