Brand association is such a great way of moving your own brand in a certain direction such as moving up market in order to charge more.
Association with classical music and symphony orchestras in gorgeous old style symphony halls have been done to death in my opinion.
Bizarrely this approach still works though.
Here is a great example – the latest VB Beer Advertisement.
Sure it is funny but VB (stands for Victoria Bitter after the state in Australia and of course named after queen Victoria) is a working class beer but has a great history of being a true heartland story and while this is clearly tongue in cheek it is executed flawlessly in keeping with their tradition of keeping it real.
Congratulations to the people behind this one, very very well done.
PS: Pete’s hot tip – watch out for the VB price increase coming soon to a liquor store near you (we call them bottle shops aka bottle-o here in oz).