Pure Blonde
A Place Purer
Than Yours
Project Category
BTL / Art Direction / Design
Agency
The Idea Shed
Client
Carlton & United Breweries
Pure Blonde: A Place Purer Than Yours
Pure Blonde, an Ultra Low Carb lager made for the modern world, is renowned for its iconic advertising. In 2023, the brand relaunched with the ATL campaign ‘From a Place Purer Than Yours,’ targeting the growing health-conscious market. Our task was to bring this concept to life BTL, creating unforgettable experiences in licensed venues nationwide.
Crafting Brewtopia Without a Map
We joined the project while the TVC was still in production, starting with an uncut film and a scamp key visual. The first challenge was translating the essence of ‘Brewtopia’ into the real world. Brewtopia was envisioned as a pure, untouched place—a utopia free from the chaos of modern life. Our goal was to reintroduce Pure Blonde to the “real world” in a way that felt immersive and special, bringing fragments of this utopia to consumers.
Bringing the Vision to Life
As the lead creative, I imagined a world inspired by nature’s purity—lush moss, fluttering butterflies, tranquil doves, and unspoiled greenery. The result was an experiential concept that extended far beyond the standard on-premise materials.
We pitched ideas that ranged from practical to whimsical, including:
-
Natural-inspired essentials: sun umbrellas resembling trees, moss-textured bark coasters, and astro-turf bar runners.
-
Immersive venue touches: grass walkways, real greenery hanging signs, and die-cut table talkers.
-
Photo-worthy moments: Brewtopia swingsets, branded signposts, and trendy staff uniforms.
One of the more adventurous ideas—a “pure” urinal takeover—sadly didn’t make the cut, but it remains a highlight of our creative journey!
A Fragment of Brewtopia
The final execution brought ‘A Place Purer Than Yours’ to licensed venues, creating a unique and immersive experience for consumers. While they couldn’t enter Brewtopia itself, every Pure Blonde on tap delivered a taste of this untouched world.
Celebrating the Journey
Creative work is often a mix of realised visions and uncharted ideas. Many concepts never leave the pitch deck, but collaboration and ideation remain the most rewarding parts of the process.
In this case, the journey was as inspiring as the destination, and the result was a campaign that seamlessly merged Pure Blonde’s iconic heritage with a fresh, modern perspective.