CUB and Lion resolve Origin stoush

Carlton & United Brewers has withdrawn elements of its audacious Victoria Bitter ambush marketing campaign that features Cameron Smith, skipper of the XXXX-aligned Maroons.

VB, the NSW jersey sponsor, signed Smith as an ambassador and featured him alongside Blues captain Paul Gallen on displays and life-sized cut-outs destined for bottle shops and pubs across Queensland and NSW.

The move angered Queensland Rugby League (QRL) and Lion, which through its XXXX brand is the Maroons' longest sponsor.

Both Lion and QRL appeared keen to deprive VB of any further oxygen when contacted by TheShout yesterday.

The company line was that the dispute had been "resolved satisfactorily, however the precise details of [the] agreement are confidential".

CUB was slightly more expansive in its statement about the resolution.

"The QRL and Lion Nathan instituted legal proceedings against CUB however, proceedings have since been withdrawn and the matter has been satisfactorily resolved," the brewer said. 

"CUB is making some small changes to elements of the promotion but the limited edition Cameron Smith & Paul Gallen VB 30-pack cartons continue to be available in Queensland."

It's believed retailers were required to withdraw the point-of-sale elements of the campaign.
 

Source: The Shout, 16 May 2012