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Bundaberg Rum launches $20m campaign to reinvigorate the Australian spirit

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Bundaberg Rum launches $20m campaign to reinvigorate the Australian spirit

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Bundaberg Rum has launched its ‘Unmistakably Ours’ campaign.

Bundaberg Rum’s new ‘Unmistakably Ours’ campaign aims to celebrate and reinvigorate the things that make Australia unique.

The campaign launches tonight with a 90 second TVC which will air to coincide with the launch of the 2017 NRL season. This season marks the brand’s second year of NRL sponsorship.


The spot, developed in partnership with Leo Burnett Sydney, is hosted by Australian actor Gyton Grantley,and features cameos from Olympic medalist Anna Meares and surfer Julian Wilson.

2.Bundaberg-Rum-Optimism-copy-TVC Still

 

It includes a Mardi Gras scene and culminates with the Bundaberg Rum team outside the Queensland distillery.

“Recent brand research highlighted that pride in Australia has dropped to its lowest point in 20 years and so, as Australia’s national drink, we wanted to celebrate the spirit that’s unmistakably ours,” says Bundaberg Rum marketing manager Jodi McLeod.

“We have always celebrated the Australian spirit but have never articulated this purpose as clearly or with as much pride as we are today,” she says.

OOH Bundaberg-Rum-No one does ROOMMATES like usOut-of-home, TV, in-store and digital activity for the campaign will use the tagline ‘no-one does rum like us.’

“Combined with our NRL partnership which kicked off in 2016, the launch of Bundaberg Rum Lazy Bear, our most successful RTD launch in over a decade, and now this $20 million campaign, Diageo is really getting behind the Bundaberg Rum brand,” says McLeod.

 

Vince Lagana, joint ECD at Leo Burnett Sydney, says “the words ‘Aussie pride’ come with baggage so we set out to create a campaign to remind Australians of the values that make us truly unique today. All while maintaining the humour that Bundy is famous for.”

 

 

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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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