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.

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.

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 choice as to how they can benefit from their excess energy.

For participants, every $30 of excess solar energy accumulated will earn 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 their excess, they can roughly earn around two to three cases per quarter.

A win for beer lovers and for the environment.

There were two key communications tasks for launch:

Generate mass awareness towards Solar Exchange amongst mainstream Australia.

This would ensure we would deliver against our brand shaping objectives, whilst injecting VB into a cultural conversation around renewable energy.

Recruit Solar Exchange participants.

We knew that the most likely participants would be predominantly VB fans (men 35-55) who already had solar installed on their roofs. Consumer research suggested there are two key motivating factors that drive consumers’ decision to switch to household solar: the first being to do right by the environment and the second being to create cost savings on their energy expenses. As such, messaging in communications needed to align to our audience’s sustainability values, whilst critically making the value equation clear.

To launch, the VB Solar Exchange is being opened up to 500 Aussies as a Beta test for 12 months, allowing optimisation to the program upon review.

The program 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 to join the VB Solar Exchange is switch their electricity retailer to Diamond Energy. 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.

The program launched with a significant PR-lead campaign, supported by TV and OOH across traditional media channels. With direct recruitment comms being served via eDMs, social and VOD assets.

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