VB Pop-Up-Pub

Fosters asked Zinc to generate a big impact idea to drive VB sales and reinforce its brand positioning as the ‘drinking beer’.

The key insight was that consumers were choosing to spend more time drinking at home (or others’ homes) instead of going out.  However, even though they were staying in, they wanted to experience the feeling of drinking out – they wanted to recreate the pub feeling at home.

Working with Fosters other key agencies, Zinc turned this insight into an innovative, unique, aspirational idea – one that had never been done before - the VB Pop-Up-Pub (PUP).  A unique piece of design and engineering that enabled VB’s win-in-store consumers to recreate their own at-home VB ‘pub’ within 2 minutes.

The VB PUP was the must have item of the 2009/10 summer and it became the centre piece of VB’s advertising.  .

The VB PUP is a classic example of how Zinc’s methodology of assessing the situation, deriving insights and developing a highly targeted solution can come together into one of the biggest integrated campaigns of the year. The results speak for themselves.