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GrogWatch condems “devious and disturbing” VB’s Anzac campaign by Droga5


By Steven Raeburn, N/A

April 23, 2013 | 2 min read

Victoria Bitter’s “Raise a Glass” ANZAC Day campaign has drawn the ire of alcohol health group Grogwatch, who said on its website that it agreed the “pernicious” campaign conflated the veterans’ day with encouragement to drink alcohol.

Grogwatch said the campaign was "pernicious"

Posting a letter on its website which said “this campaign goes beyond the tradition. I believe that this charitable donation campaign is being used deliberately and explicitly as a marketing tool, in order for VB to capture a particular segment of the non-veteran market on a very specific day”, Grogwatch said it agreed with the sentiments, and added:

“Grogwatch agrees [.]and finds the campaign disturbing, devious and dangerous.

“This does not come from a position of wowserism as our critics might attest, but due to the main fact that alcohol causes major harm to individuals and others and costs Australians $15+ billion a year.

“ANZAC Day should be a day of reflection and respect, not a chance for Big Alcohol to opportunistically market beer on the back of nationalistic sentiment. We need to work together as a community to improve our drinking culture, so we can reduce the widespread harm it’s causing the community.”

Grogwatch said it was “galling to see VB hijack an important national day to grow their profits.”

The campaign was designed by Sydney based Droga5. The Drum has contacted the agency for comment on Grogwatch’s concerns.


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