Every year VB beer runs an on-pack summer promotion aimed at men 18+. The objective of the promotion is to convert non-VB drinkers, reinforce positive brand associations with current VB drinkers, stimulate trade support and shift a massive amount of product.It was important that the concept support the brand’s positioning of “Real” and new tagline “The Drinking Beer”.

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 VB Pop Up Pubs were given away over the cricket season – the most important part of the Australian sports calendar.

The promotion is tracking at approx. 3000 entries per day, which is 50% more than any previous VB promotion.The VB Pop Up Pub is the biggest competition VB has ever run – 50% higher entries than the next biggest promotion.Tracking at over 3000 entries per day (considering you have to buy a case to enter this is huge)The design of the VB Pop Up Pub was so good it has been shortlisted for an Australian Design Award.

It's every Aussie bloke’s dream to own their very own pub and only "The Drinking Beer" could make that a reality.