2009, Carlton & United Breweries re-branded VB Midstrength to the new name VB Gold and in 2017 reduced the alcohol content to 3%. TV builder Scott Cam, a self-confessed VB fan, is the appointed VB Mid Ambassador. On 24 July 2007, The Australian reported that within three months of Fosters launching VB Midstrength, market share for the full strength VB and mid VB had increased. Foster's regional marketing director Anthony Heraghty hinted at further VB brand extensions, saying Foster's was "trying to see past the big green giant". During the 2008 Rugby League World Cup, VB Gold was advertised on TV by Australian Rugby League legends Wally Lewis and Gorden Tallis. VB RAW In September 2009 CUB released VB RAW to compete in the low carb market. The alcohol volume was 4.5%. VB Raw was discontinued in late 2010 due to poor sales. Marketing and promotion In 2009, Foster's replaced the slogan from the '60s "A hard earned thirst needs a big cold beer, and the best cold beer is Vic, Victoria Bitter" with "VB – The Drinking Beer" as part of a marketing strategy to reposition VB to a broader range of drinkers. The new slogan, as part of a campaign called "The Regulars" included a brand website for the first time, including a production line live webcam. Advertising ran on TV and radio, in print, outdoor, online and at point of sale. In 2015, Carlton and United Breweries revived the "hard earned thirst" campaign. In 2018 Victoria Bitter revisited the idea of knock off with the launch of a new campaign called new knock off times expanding its brand positioning to celebrate Australia's changing workforce. Marking its 50th anniversary of TV advertising, the ad celebrates the change in Australia's workforce that's taken place over the half century. These days, there's no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might very well be the beginning of their day. In 2005, VB had started a promotion where David Boon became the face of Victoria Bitter (VB) beer for its 2005/06 summer advertising campaign, called Boonanza. Part of the promotion was the sale of a talking David Boon figurine with purchases of cartons of beer, which would make comments when prompted by Channel Nine commentary. In late 2006, the Boonanza promotion returned as Boonanza II for the