The last time Australia and England faced off, things got a little testy. Words were said, beers were refused, and 250-year-old rules were forgotten. So, with the Brits now on local shores for a huge summer of cricket, Australia’s famous beer, Victoria Bitter, is keeping history from being repeated – by making sure every English player, coach and fan is absolutely clear on the most basic rule of cricket – stay in your crease. 

The campaign, created by Droga5 ANZ, part of Accenture Song, t kicks off with a helpful full-page reminder in London’s Daily Mirror, ensuring the English will remember the stumping rule throughout their tour. There’s also a pert OOH greeting them at the airport and activity near cricket venues.

But if England can forget one rule, they can forget them all. So, to prevent any further mix-ups VB has also partnered with Liquorland to print VB’s Laws Of Cricket on its cans.

To spearhead the campaign, VB has enlisted cricket icon Merv Hughes, a man who knows a thing or two about occupying the crease when the English are in town. Apart from appearing in the hero film, Merv has also appeared on morning TV, The Grade Cricketer podcast, while also handing out cans to the Barmy Army, ensuring they have VB’s laws of cricket close at hand all summer.

The campaign will be live on social, OOH and screens during the cricket, with the cans available only at Liquorland from November 5 while stocks last.
 
Tessa Whittaker, marketing manager, Victoria Bitter, stated, “Victoria Bitter has a long history of championing sportsmanship and Aussie values. When the poms kicked up a fuss in 2023, we went into bat by creating England Bitter. This time around, we’re getting ahead of the game and preventing any further rule-related blunders, by turning our iconic cans into an educational resource for visiting cricketers and fans.”

Adam Slater, creative director Droga5 ANZ, added, “It’s tough being an English cricketer in Australia. Not only do you endure the hot Australian sun and beer that’s served well below room temperature – you’re also somehow expected to remember all the rules of that game you invented. We’ve loved working with VB to make life a little bit easier for our dear old English rivals, while keeping the brand front and centre all summer.

Credits:

Client: Victoria Bitter

Head of Beer: Ben Eyles
Marketing Manager – Victoria Bitter: Tessa Whittaker

Assistant Brand Manager – Victoria Bitter: Orla Dynes
 

Agency: Droga5 ANZ, part of Accenture Song

Droga5 ANZ CEO & Accenture Song Marketing Practice Lead: Matt Michael
Principal Director: Michael McEwan
Chief Creative Officer: Barbara Humphries
Executive Creative Directors: Hugh Gurney & Joe Sibley
Creative Director: Adam Slater
Art Director: Jacob Redding
Design Director: Raphael Tamkalis
Senior Producer: Eliza Malone
Account Director: April Vawdrey
Account Manager: Isaac Montebello

Production Company: Betty Wants In
Founder & Executive Producer: Chas Mckinnon 

Director: Max Greenstein
Editor: Manimal Post
Sound: Bang Bang Studios

Media: PHD
Planning Lead: Tom Lamplugh
Investment Lead: Henry Wilson

Social: 1house
Creative Director: Steph Kitchin
Social Content Creator: Jack Gruber
Producer: Matt Werkmeister
Video Editor: Harry Sanders
Copywriter: Ben McIntosh
Project Lead: Crystal Thornton