VB Solar Exchange is a world-first program that encourages VB-drinkers to get excited about solar energy and paves the way for more innovative and sustainable partnerships between Aussies, energy providers and FMCG brands.

VB’s Solar Exchange was led by earned thinking and built to engage audiences locally and abroad around the uniqueness of the offer and the brand’s ongoing commitment to sustainability initiatives.

For over 165 years, Victoria Bitter (VB), one of Australia’s oldest and most iconic beer brands, has rewarded the hard-earned thirst of Aussies who have had the sun beating down on their backs. In 2020, VB put the sun to work and became the first Australian beer brand to be powered by 100% offset solar energy.

VB wanted to take its commitment to renewable energy a step further by bringing everyday Aussies into the conversation. We hoped that this activity would in turn help modernise the VB brand, which was suffering from perceptions of being ‘old school’ and stuck in the past.

The brief:

Continue to modernise the VB brand by making VB’s commitment to renewable energy relevant and engaging to everyday Australians.

Objectives:

Positive consumer sentiment and widespread conversation around VB’s solar initiative.

Increase interest in the brand.

Gain domestic and international earned media coverage.

If there’s two things Australia has in abundance, it’s sunshine and beer...

On the 31st March 2021, VB launched the Solar Exchange, a ‘peer to beer’ energy exchange program that sees Aussies able to exchange their excess solar energy for cases of VB.

Usually households with solar panels sell their unused solar back into the energy grid for a fixed price. Solar Exchange provides them with an alternative as to how they can benefit from their excess energy.

Every $30 of excess solar energy accumulated will earn participants a case of VB delivered to their door. A much better option than paying the recommended retail price of $57.

The idea combined Australia’s passion for beer with renewable energy in an unexpected move designed to capture the attention of the nation, culminating in a win for beer lovers and for the environment.

To launch VB’s Solar Exchange, we knew we needed to present the coming together of two categories at opposite ends of the spectrum - beer and solar energy - and importantly, tie in the consumer benefit of the program.

Our key messaging was led with a simple statement: Swap Solar Power for Beer. This simple statement neatly encapsulated what the program was, what it offered and caused media and consumers alike to take notice of this incredibly unique and new program.

Our audience for the program was broader than the typical VB audience thanks to the technology behind the campaign, expanded our targeting beyond mainstream media to include technology, blockchain and energy media - targets that VB has never had reason to engage with before.

To distribute our message, we created a suite of media-ready assets including: media release, video news release, animation that explained the program and still imagery.

To launch the campaign, we engaged News Corp - Australia’s leading print and digital news organisation - for an exclusive opportunity leveraging a consumer case study to contextualise the story.

This story ran on the morning of launch with syndications across all of the network’s online mastheads and in selected print editions.

From there, we pitched tailored stories utilising our campaign assets to a range of key media verticals including:

Print news

Online news

Breakfast TV

TV news

Lifestyle

Food & Drink

Radio

Regional news

Business

Tech

Blockchain media

Energy and sustainability

International news and newswires

The first 72 hours were key, as we were promoting a message of limited availability and wanted to encourage Australians to register their interest immediately, with all spokesperson interviews and commentary continuing to promote that message and drive significant interest to the campaign site.

250+ pieces of unique media coverage

300+ million in earned reach

100% positive sentiment

Over 1,200 Australian households expressed interest in joining the program in the first two weeks..

96.5% positive consumer sentiment across social, website and phone interactions.

VB website traffic increased by +280%

In its first year, VB has committed to exchange over 2 million kilowatts for 360,000 beers.