A scent by

We teamed up with CUB to create consumer and media cut-through, launching a world-first alcohol brand fragrance. Thirst, a Scent by Victoria Bitter.


The brand is an Australian cultural icon, boasting an engaged and loyal fan base. VB has successfully begun leveraging its iconic status beyond beer itself by creating a line of popular merchandise, collaborating with relevant Australian brands, and finding new ways to spark conversation amongst its audience. In late 2019, we were tasked with creating a campaign that would generate significant earned media for the VB brand. In doing so, it was vital to reinforce what the brand is all about, a reward for hard work.


Hard work often results in sweat and odour. While this is OK on the worksite, it is not so great at the pub for knock off drinks. Thus, VB Thirst was born, a fragrance designed for that knock-off moment and to help hard-working Australians smell as good as their ice-cold VB tastes. We partnered with Australia’s leading fragrance manufacturer (Game On Products) and retailer Chemist Warehouse to create and launch the product.

The integrated campaign saw us create a fragrance advert parody with comedian Harley Breen that was seeded out across brand, retailer and NRL channels. We leveraged VB’s NRL partnership extensively with everything from grass signage during Friday Night Football to content featuring James Tedesco.

PR was at the heart of the campaign with exclusives across news mastheads nationally, VNR packages provided to all media, tailored use of Harley for interviews, AFL and NRL talent plus specially created media kits to target outlets and influencers.

The End Result

The most successful PR campaign CUB has ever run and the fastest selling Australian fragrance of all time. Across earned, owned and paid media the cumulative reach was over 20.5million resulting in 40,000 units sold (to date).

Svg Vector Icons :
Units sold to date and on track for 85K by end of year
Units produced
Cumulative reach via earned media
Social media impressions on Victoria Bitter social media channels
Impressions across web page takeovers, video content, digital ads, paid and organic social media and eDM integration (paid media)
Combined reach across Friday Night Footy (NRL) and the Sunday NRL Footy Show, through paid and value-add integrations.
Hits of earned media coverage, highlighted by News Corp and breakfast TV


Game On are very excited to partner with an iconic brand like Victoria Bitter to deliver Thirst. A Scent by VB, a product for the hard-working Australian... We hope that this is the first of many innovative brand partnerships that TLA and Game On can deliver together.

Elliot Rubenstein - Managing Director, Game On Product Group

The campaign had a touchpoint with all areas of our Events and Consultancy team across Partnerships, Creative, Content & Digital and Marketing & Communications. It was great to see the collaboration across a long-lead campaign that results in today’s release.

Paul Malina - General Manager (Partnerships), TLA

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