For over 165 years, Victoria Bitter (VB) has rewarded the hard-earned thirst of Aussies who have had the sun beating down on their backs. It’s a classic beer brand that’s synonymous with traditional Aussie worksite culture and often negatively associated with Australian values of old.

To address this, we needed to find a way to inject VB into contemporary conversation, whilst staying true to the brands enduring positioning of ‘rewarding hard work’.

Having become the first Australian beer brand to be powered by 100% offset solar energy, VB wanted to take its commitment to renewable energy one step further by making the sun work hard for its loyal fans.

The brief:

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

Objectives:

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

2. Increase interest in the brand.

3. Gain domestic and international earned media coverage.

Consumer research suggested there are two key motivating factors for installing household solar: 1) doing right by the environment and 2) cost savings on energy expenses.

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 feed-in-tariff price. Solar Exchange provides them with an alternative choice as to how they benefit from their excess energy. To launch, Solar Exchange is being opened up to 500 Aussies as a Beta test for 12 months, allowing optimisation to the program upon review.

Using financial modelling, the program was developed to provide a great value exchange for participants, with every $30 of excess solar energy accumulated earning them a case of VB delivered to their door. As VB fans would know, that’s a much better option than paying the recommended retail price of $57. With the typical Aussie household earning around $60-90 per quarter from trading their excess solar energy back to the grid, they can roughly earn around two to three cases per quarter.

The VB Solar Exchange has been developed in partnership with green electricity retailer, Diamond Energy, and Power Ledger, a blockchain powered software company. Solar Exchange is available across Australia, with residences that have solar panels and the required meter installed at their homes. All people need to do is switch their electricity retailer to Diamond Energy and join the VB Solar Exchange. Aussies signed up can track the solar energy they’ve accumulated and the beer they’ve exchanged online, with cases being delivered to their homes each quarter in-line with their billing period, free of charge.

Solar Exchange provides genuine utility and value for VB fans, whilst giving them a sense they’re contributing to sustainable business practices. During the first 12 months of the program, VB has committed to providing consumers with a total of 360,000 beers in exchange for over 2million kWh.

For VB, this direct-to-consumer model revolutionises the traditional methods in which a brand engages with consumers and opens up the conversation around how businesses can integrate sustainable practices into their innovation workstreams going forward.

It really is a win for the environment, a win for VB and a win for beer lovers.

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

Objective 1:

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

Results:

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 direct interactions.

Objective 2:

Increase interest in the brand.

Results:

Website traffic: +280%

Objective 3:

Gain domestic and international earned media coverage.

Results:

Estimated earned media reach: 331,537,295.00 people globally

Over 250+ pieces of unique media coverage

Estimated earned media value: $3-4M

100% positive sentiment