A FREE beer fridge that plays the VB theme song has proved itself Foster's most popular marketing promotion since the infamous Boony doll. VB drinkers have taken to the fridge so well that the 3000 originally allocated to the giveaway have gone in three weeks, with more on order.
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The beer fridge comes as part of VB's new marketing push, with the brand spending about $5.5 million this summer, a substantial increase on recent years.
In the latest competition VB drinkers could claim the fridge, which stands 1.2 metres tall and works like free vending machine, by sending in the codes from 12 slabs of beer. With the 3000 allocated for the giveaway already sold out, VB has ordered more and promised to give away one an hour until January 20.
Also as part of the ''best cold gear'' promotion, people can redeem coolers and beer alarms that tell you when your beer is chilled to the right temperature.
VB's senior brand manager, Craig Maclean, said the fridge promotion has been hugely popular, obviously catching the imagination of beer drinkers.
''It's a bit fun, an innovative way to deliver your beer. It's just been one of those simple ideas that's really worked.''
VB worked with Buzz Marketing, Droga5 and Apollo Marketing on the ''best cold gear'' campaign.
