Bundaberg lays claim to world’s best rum with latest TVCs

Diageo Australia has launched four new TVCs for Bundaberg Rum, the latest instalments of its ‘Unmistakably Ours’ campaign.

With Sydney agency Leo Burnett, Bundaberg is building on its ‘Unmistakably Ours’ campaign launched in March of last year. Streaming to free-to-air, subscription TV, and online, the four 15 second spots launched 4 March.

“It’s a story we want to share with all Australians,” says Bundaberg Rum senior brand manager Karl Roche. All four ads were shot at Bundaberg’s Queensland rum distillery with actual distillery staff.

The brand wanted to “celebrate life at the Distillery – putting the spotlight on our people and award-winning product. Bundaberg Rum is made by a small group of just 34 people, with locally sourced ingredients,” Roche continues.

Bundaberg tastes old

 

‘World’s best rum’, the second video in the series, highlights Bundaberg Rum’s recent accolades: being named World’s Best Rum  at the 2016 World Drinks Awards, and the Best Dark Rum in 2017. The ad features Bundaberg’s resident master blender Sarah, the voice-over affirming: “no-one does a range of world leading rums like us”.

In 2017 Bundaberg partnered with Fox Sports to launch the ‘Unmistakably Ours’ campaign with a four part documentary mini-series spotlighting teams and players in the NRL. “The Game That’s Unmistakably Ours’ series shows how Fox Sports can work with brands to deliver unique, innovative and engaging content to their audience”, said Adam Ballesty, marketing director at Bundaberg Rum.

The campaign was kicked off with a 90 second TVC with the tagline ‘no-one does rum like us’, featuring Australian host Gyton Grantley, with cameos from Olympic medalist Anna Meares and surfer Julian Wilson. Read our coverage here »

Building on the campaign this year, Bundaberg seeks to shift the spotlight to its roots, Roche saying the brand has a “unique and rich heritage of which we’re extremely proud.”

The new TVCs aired for the first time last night, and Bundaberg is optimistic about its potential. Vince Lagana, executive creative director at Leo Burnett Sydney is “proud to say the ‘Unmistakably Ours’ campaign has seen significant growth for Bundaberg Rum and has brought strong brand values back to the brand.”

Josh Loh
BY Josh Loh ON 5 March 2018
Josh Loh is a newswriter and editorial assistant at MarketingMag.com.au