Carlton & United Breweries' Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be 'A Touch More Pure' via Clemenger BBDO, Melbourne. To celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that itâs hard to be good. The campaign launches with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure
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