VB pledges to Shout the Nation if Aussies win Ashes – another Gold Lion for VB and Droga5?

There is suddenly a lot more pressure on Ricky Ponting’s men to reclaim the Ashes, claims Melbourne’s Herald-Sun newspaper in front page and page 2 coverage today.

According to the paper, in an unprecedented giveaway, VB Beer has pledged to “Shout the Nation” if the Aussies win the cricket series featuring traditional rivals Australia against England.

Every Australian adult will be eligible to receive a free 375ml can or stubby with complimentary tokens to be found in the Herald Sun. As a major sponsor of the cricket team, VB is hoping the entire nation will toast victory if Australia wins the series which is played over five test matches, beginning in two weeks time..

The VB Biggest Shout promotion, which also appears in other News Limited newspapers around the nation, is bound to get coverage in England and other cricketing nations, and no doubt – as a bonus – will be a contender for a Gold Promo Lion and/or PR Lion at Cannes next year for agency Droga5 Sydney and other communications specialists involved in the campaign.

This year at Cannes, Droga5 won a Gold Lion for VB’s The Regulars, which also won two Yellow Pencils at D&AD.

More on the VB Biggest Shout should be revealed in a press conference that will be held in Sydney today at 11am.