Product Innovation or diversification is not a new concept, it taps into the distinctive assets and love of a brand and at times Brand Extensions can have massive, unexpected impact with customers. Victoria Bitter or VB is synonyms with the Australian Cricket team.

In 2019 To coincide with the upcoming Ashes cricket series, VB paired English (tea) with its beer to create VB Tea a combination of a non-alcoholic Ceylon black tea and Super Pride hops, the hop variety that gives VB its characteristic bitterness.

The campaign called upon Australians who are planning on staying up late to watch Australia face the England in The Ashes in the UK, to make the switch from a cold beer to a hot cup of tea.

It picked Gold at the Mumbrella CommsCon Awards for the best B2C campaign. Though let’s forget that the Ashes result, where Australia won the series 2-1

https://www.youtube.com/watch?v=5aSREP3ehAs

In this episode Hugh Jellie, Marketing Manager - Carlton & United Breweries talks about how you combine a Beer & Tea together, the public reaction and how brands try to continually innovate through extensions

In this episode we spoke to Brooke Thompson, Strategy Director at Mindshare Australia, about her highly awarded campaign Volvo, Omtanke

https://www.youtube.com/watch?v=HgU8ebyHblc

A media planning approach originally conceived in 2019, it was an early Australian posterchild for Binet & Field’s Long and Short of it. They shifted to a brand-led approach, moving away from one-off model promotions and adapting existing offers into an always-on layer, to deliver a significant sales increase in a declining category.

Volvo Omtanke was recognised at following awards

AUSTRALIAN EFFIE AWARDS

Other Consumer Goods, Silver

Brand Value, Bronze

MFA AWARDS

Business Impact, Gold

Grand Prix

WARC Effective Innovation Grand Prix

https://www.youtube.com/watch?v=MbqA2fM6tqU

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In this episode we spoke to creative agency Chief Creative Officers and partners Tom Martin & Julian Schreiber at Special group about their ever increasing list of accolades 

Agency of the year wins: Campaign Brief Agency of the year and Spikes Asia Independent Agency of the year 

Uber Eats Australian Open 20&21 campaigns: 2020 AO Ambush picked up Golds at AWARD for creative use of media, live broadcast and use of tv & Other screens 

https://www.youtube.com/watch?v=bU8G  78Q33Z0

and their most recent Wayne's World Super Bowl Ad.

https://www.youtube.com/watch?v=D-Q3HNp6dew

We even found out what they would be ordering tonight with Uber Eats

Big shout out to Abi Dawson for setting this up

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This week’s episode we spoke to Lee Price, Head of PR & Mischief at Paddy Power the UK and Ireland sports betting company. 

Their Save Our Shirt campaign – was a big winner at last year’s PR European Sponsorship Association Awards taking home the treble for 

Best Use of PR, Sport Sponsorship 400-1million euros and Game Changer categories.

Lee gives an off the field insight into the campaign from, how they planned for the PR fallout from the Football Association, what the Huddersfield Town players thought of it and even issues with the stitching of the shirts!

https://www.youtube.com/watch?v=LqzsswauJBY&t=6s

https://www.saveourshirt.co.uk

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As the new year brings in a new awards season, I thought it would be important to understand what is it that judges want to see when awarding work. So, for our first episode, I felt it was only right that I should interview John Sintras, who’s work, passion and eye for awards inspired me over the years. John began his advertising career in 1982 at Leo Burnet, moving on to Starcom Media Vest Group rising to Chairman and responsible globally for their product and awards becoming the most award network over multiple years. This experience led to John being a judge across a number of high-profile festival and a few years ago being Inducted into the Media Federation of Australia Hall Of Fame and moving to New York with IPG Mediabrands. Recently, John is Managing Partner at discidium and Chief Growth Officer at Alex and a Non-Executive Director for a number of disability charities. In this episode John talks about his experience as an awards judge, what he looks for in an entry and some of his favourite campaigns over the years. 

Links to the campaigns John still loves 

Prudential Day One 

https://www.youtube.com/watch?v=V_zo_ETwaI0 

Follow to Unfollow 

https://www.slideshare.net/gregfromparis/2013s-best-digital-campaigns/4-1FOLLOW_TO_UNFOLLOWCOUNTRYBRANDTARGET_AUDIENCEOBJECTIVECHALLENGEPUERTO_RICOPUERTO 

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