VB Thirst

Wildcard launched the fastest selling Men’s fragrance with VB.

Hard work often results in sweat and odour. While this is OK in the worksite, it’s 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 hardworking Australians smell as good as their ice-cold VB tastes.

The integrated campaign saw Wildcard create a fragrance advert parody with comedian Harley Breen that was seeded out across brand, retailed and NRL channels.

Wildcard led concept development, creative strategy and campaign delivery of TVC, radio, social content, in-store and print creative.

This was the most successful PR campaign CUB had ever run, and the fastest selling Australian fragrance of all-time. Across earned, owned and paid media, the cumulative reach was over 20.5 million resulting in 200,000+ units sold and counting.