What better way to put beer into our target market’s hands than to supply them with their very own pub? So we designed a fully portable pub made from wood and steel. No bolts, no screws and easy to put up and pull down.

The promotion mechanic was simple. Buy a case of VB and go into the draw to win a Pop Up Pub. The campaign was promoted through TV, online and on pack at liquour stores.

The promotion attracted approximately 3000 entries per day, which was 50% more than any previous VB promotion.The design of the VB Pop Up Pub was so good it was shortlisted for an Australian Design Award.Man’s dreams came true.