Pure Blonde has partnered with The Monkeys, part of Accenture Song, to relaunch its brand, re-establishing the original ‘A Place Purer Than Yours’ platform.
The hero film of the relaunch, directed by Freddy Mandy, marks the return of the Australian ultra-low carb beer label to its forested roots, depicting a utopian, imaginary world uncorrupted by modern life.
The film follows a trespasser into the world of Pure Blonde, encountering locals who go to great lengths to preserve the purity of the brew.
Live from 5 May in Australia and New Zealand, the campaign will be rolled out across broadcast television, OLV, OOH, social, and digital audio.
“The real world is an impure place. It was when Pure Blonde first launched, and it’s arguably gotten worse,” said chief creative officer of The Monkeys, Ant Keogh.
“So, it made sense to revisit the original brand world: and see what measures they are taking to keep the beer pure.”
Tessa Whittaker, marketing manager for Pure Blonde at Carlton & United Breweries, said the new campaign builds on the symbolism of a delicious, natural world that first launched the brand.
“This new campaign seeks to build on those original semiotics, remind drinkers that Pure Blonde is 86 calories per bottle, and appeal to a new audience that doesn’t want to compromise on taste when it comes to low carb beer,” said Whittaker.
Earlier this month, The Monkeys scored six of Australia’s 14 gongs at the 64th annual Clio Awards, including nabbing gold in the film craft (musical – original) category for its ‘Play it Safe’ campaign.
The Monkeys’ winning work, directed by Kim Gehrig and fronted by popular Australian actor and musical comedian Tim Minchin, was created by the agency in celebration of The Sydney Opera House’s 50th anniversary.
See also: The Monkeys snatches gold at Clios, Australia tallies 14 wins
Credits:
Client: Carlton & United Breweries
General manager – marketing: Nicole McMillan
Head of contemporary brands: Ben Eyles
Marketing manager: Tessa Whittaker
Assistant brand manager: Patrick Wallace
Creative agency: The Monkeys, part of Accenture Song
Chief executive officer: Paul McMillan
Chief creative officer: Ant Keogh
Chief strategy officer: Michael Derepas
Strategy director: Dave Collins
Head of design: Raph Tamkalis
Creative directors: Hugh Gurney & Connor Beaver
National head of production: Romanca Mundrea
Senior producer: Eliza Malone
General manager: Sophie Gosper
Group account director: Alex Ashby
Senior account director: Jenny McLarney
Account manager: Isaac Montebello
Production Company: Finch
Director: Freddy Mandy
Managing director: Corey Esse
Executive producer: Loren Bradley
Producer: Nikki Walker
Production manager Melbourne: Darcey Taylor-Morrison
DOP: Gin Loane
Post partners: The Editors
Editor: Jack Hutchings
Executive producer: Charlotte Griffiths
Producer: Maxine Zanoni
Colourist: Dave Gibson
Online & VFX: Alt VFX
Executive producer: Tyrone Estephan
Producer: Caroline Macleod
VFX supervisor: Dave Edwards
VFX lead: Jay Hawkins
Sound: Squeak E. Clean Studios
Executive producer: Ceri Davies
Senior engineer: Paul Le Couteur
Music: Ben Talbot Dunn
Photography: The Kitchen
Photographer: Toby Burrows
Producer: Federica Genovesi
Retouching: Dave Mercer
Media Agency: PHD Melbourne
Planning director: Tom Lamplugh
Investment manager: Erin Baker
Account executive: Priya Rao
In House Agency: 1House Asahi Beverages Australia
Digital planner: Cindy Luu
Channel specialist: Victoria Scholten
Brand partner: Rachel Linacre
Project lead: Benjamin Deville
Media manager: Christina Coco