VB in Anzac Day upset

Apr 20th, 2009
by Wattsy.


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Victoria Bitter or VB is about as Aussie as kangaroos and koalas, but it has raised criticism lately for trying to commercialize another great Aussie tradition, Anzac Day. The VB Raise a Glass Campaign aims to donate $1 from slabs of VB sold during the promotion, as well as funds from 1500 kegs donated to pubs and clubs, the money raised is to be divided between the Legacy family support charity and the Returned and Services League. A bunch of ad’s have been created featuring stories from Australia’s armed forces to promote the campaign but the campaign has come under fire as some people recon you shouldn’t commercialise Anazc Day in this way. The RSL don’t seem to mind and seeing they will be getting a good bit of coin for their cause we recon its an OK idea too. What do you recon cheap marketing stunt or good corporate citizens? drop us a comment below.

Full Story http://www.theaustralian.news.com.au/business/story/0,,25355793-36418,00.html

Posted in: Australia.
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  • ' rel='nofollow Mick

    If the RSL and Legacy are supporting it then it must be OK. I saw a couple of the ads and I liked them. It was strange to see senior citizens in a beer ad but its good that they are being recognised and listened to for a change. Respect!

  • ' rel='nofollow Nick

    I disagree. It just didn’t feel right.

    Whilst I fully applaud the idea of raising money for Legacy, why be so crass and include the empty glass of beer and the VB logo at the end and base it all on us buying a case of beer? What it really says is “we don’t support a charity unless we can get a commercial benefit out of it”.

    If VB are really such concerned ‘citizens’ why not just help pay for ads (anonymously) that ask people to donate for the cause.

    I think this opens the door for the commercialisation of ANZAC Day.

  • ' rel='nofollow Peter Lloyd

    It’s a distinct new low, disgusting. The AFL have been working toward this for some time with their increasingly distasteful marketing of the AFL Anzac Day game, itself a cynical way to cash in on a large potential crowd on a public holiday. I can see no lower level of cynicism in the exploitation of ANZAC Day.

    The charity (one pissing dollar per case) is just a necessary fig leaf to use naive soldiers as tawdry product endorsers- at minimal cost it seems. Anyone who has read the stories of men like Percy Gratwick or Harry Murray knows true heroes do not see war as a sort of footy match with bullets.

    The fact that the charity sector in Australia is so pushed and so business-orientated itself that the RSL and Legacy will endorse this nauseating exploitation excuses nothing.

    My father, a Bomber Command veteran, is disgusted.