Pure Blonde: Marketing a low-carb beer with a tubby guy, a pegasus, and a belch heard across the valley

 Pure Blonde is the fastest growing packaged regular beer brand in Australia.

The brand (part of the Fosters Group) positions itself as the first beer in Australia to be marketed as having 70% less carbohydrates than a regular beer, but still "full-strength" and great tasting.

So we're curious what the messaging brief looked like for this recent ad.

For a low-carb beer we're curious why a rather tubby guy is climbing mountains to get a taste of the brew. And what belching has to do with great taste.

As for the beautiful blondes, we know why their in the commercial.

All that said, it is kind of a fun commercial:

 

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