Munity
Bundaberg Rum pride themselves on doing things differently. So when they crafted a new spiced rum, they wanted a name and bottle design that reflected their thinking. What did we give them?
A Mutiny.
Diageo Bundaberg Mutiny 700ml Bottle – wins Best of Show award at the 2015 Australian Packaging Design Awards.
Rumbassadors
Bundaberg Rum had a loyal following but some of those followers were looking for something more significant than simply buying a limited edition bottle every few months.
We launched Bundaberg Rumbassadors, an elite community with access to an elite kit. Rum appreciation was no longer about drinking unique rums, it was about blending them like a true rum professional. Each Rumbassador had the opportunity to create their own unique flavours and recipes that they could name, bottle, share online and most importantly, drink.
Cheers To A Legend
Bundy Rum & Cola is an Australian legend, but people were beginning to forget that. The famous black and gold can was overdue for a facelift. Bundy launched Cheers to a Legend, a campaign where drinkers could use our specially designed cans to toast an Aussie legend. When a legend is completed and scanned with the app, the drinkers receive the animated life story of that legend. But legends can also be mashed together, opening up a web of content with more than 121 unique possibilities.
Unmistakably Ours
What makes Australia great is indistinguishable from what makes Bundy great. We were clear on the Australia that people were less proud of; so we went digging for the more positive aspects. Regardless of age, gender, or geography, we found an eerie consistency here. ‘Aussieness’ was a special blend of optimism, mateship, and the desire to always have-a-crack. But it’s also our shared quirks: rubbish bins as cricket stumps, PMs in budgie smugglers, sharing a living room with a huntsman the size of a dinner plate.
Lazy Bear
The casual daytime get-together is normally about beer. So Bundy's Lazy Bear is an innovation in relaxation.
A brand new daytime RTD that’s a refreshing alternative to the old standbys. So to celebrate its release here’s a TV spot about a group of mates who make the most of not doing much with an old, furry polar friend.
And in just 5 months it was Australia’s #1 RTD with 55% of drinkers switching across from beer.
