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VB Has Released a New Riff On Its Classic "Hard-Earned Thirst" Ad to Encourage Getting the Jab

"A hard earned thirst comes from being all over town. Not from being in lockdown."
By Sarah Ward
September 10, 2021
By Sarah Ward
September 10, 2021

Has anyone ever cracked open a VB — stubby, tinnie, throwie or tallie, whichever takes your fancy — and not gotten the beer brand's "hard-earned thirst" jingle stuck in their head? Not since the late 1960s, they haven't. Even if you're not a fan of the company's brews, or you've had the hankering for a different type of beer, you've probably found yourself humming the tune to yourself anyway. You can get it lodged in your mind while you're talking, walking, lifting, shifting and any old how, after all, because it's that damn catchy.

(Matter of fact, you're probably singing it to yourself now — aren't you?)

You can also get that classic anthem stuck in your head while you're getting vaccinated, too, with VB releasing a new advertisement to encourage Australians to get the jab. You'll recognise most of the images, but the tune has had a bit of a revamp to note the impact of lockdowns on going to the pub and indulging that hard-earned thirst.

"Right now you can't get it goalin', you can't get it bowlin'. You can't get it takin' a vow, or chasin' a cow," the new riff on the jingle says. "A hard earned thirst comes from being all over town. Not from being in lockdown," it continues.

Obviously, it's all a bit daggy, because that's how the OG ad has always played. But the new twist on the song, and the ad, sees Victoria Bitter join a growing list of local companies that've been finding ways to encourage Aussies to get vaxxed so that restrictions and lockdowns can ease and life can look a little more normal again.

Running the ad for at least a month to help support the national aim of getting 80-percent fully vaccinated, and therefore loosening more restrictions at that point, VB also joins campaigns by the Melbourne Symphony Orchestra, a heap of Australian hospitality figures and the local live entertainment industry to promote the country's vaccination rollout.

Check out the VB vaccination ad below:

You can also view VB's television commercial by heading to YouTube.

Published on September 10, 2021 by Sarah Ward


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