Victoria Bitter
Very Bitter Tissues
TURNING ORIGIN TEARS INTO BANTER
The
Problem
As the official beer of the State Of Origin Series, Victoria Bitter couldn’t be seen to favour either side. But with the whole country watching, and half of us ending in tears, staying neutral wasn’t an option.
The
insight
Origin passion isn’t just in the cheering. For many, it’s the only night of the year grown men openly shed tears for their team.
The
idea
We turned heartbreak into banter with Very Bitter Tissues — tissues winners sent mates after a loss to keep the sledging alive. Launched in the 2025 Origin with legends Bryan Fletcher and Matt Rogers, they sold out in under two minutes, generated 2.1m earned reach, and dried an estimated 60,000 Origin tears
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Kind words
from our client
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