Victoria Bitter has teamed up with creative agency Akcelo to introduce a new campaign titled 'Very Bitter Tissues', targeting fans of the State of Origin series. The initiative aims to engage supporters of the losing team by offering tissues adorned with New South Wales (NSW) and Queensland (QLD) colours, alongside humorous one-liners.

The campaign is supported by former State of Origin players Bryan Fletcher and Mat Rogers, who are contributing to public relations and social media content. Fans aged 18 and over have the opportunity to pre-register at vb.com.au/tissues to receive a complimentary box of tissues if their team emerges victorious after Games 1 and 2.

Victoria Bitte Marketing Manager, Tessa Whittaker, said: "Victoria Bitter is proudly the official beer of State of Origin and we are all about rewarding the hard work on the field. But once the siren sounds we want to give our drinkers a chance to have a laugh, and that’s what Very Bitter Tissues will do."

The campaign is set for a national rollout, encompassing public relations, content, and social media activities. The creative team behind the campaign includes members from Akcelo, as well as production companies Reel Focus and Total Print Control.

Managing Partner at Akcelo, Jon Kenyon, said: "The banter between states is such a big part of what makes State of Origin exciting, and Very Bitter Tissues was a great opportunity to tap into that fandom in a uniquely VB way. It’s a simple, cheeky idea that gave us room to play with the brand’s personality, and we’ve loved bringing it to life alongside the team at VB."

1House, Asahi Beverages' in-house marketing agency, is also involved, focusing on data-driven, integrated marketing campaigns.