BCM has created its first campaign for Bundaberg Brewed Drinks since bagging the account through a competitive pitch in June this year.
The fully integrated campaign will appear domestically and internationally and is designed to push the brand’s traditional brewing techniques.
The ‘Brewed Truth’ campaign introduces a ‘master brewer character’ to explain why the Bundaberg process is unique.
Paul Cornwell, BCM managing director, said: “Many consumers knew that Bundaberg Drinks tasted significantly better than other soft drinks, they just didn’t know why. The strategic opportunity quite simply lay in tapping into what is a genuine passion for brewing delicious soft drinks that is part of this company’s DNA. We just needed to tell the world about it in an engaging way that could start to build a strong and ownable brand identity for the future.”
“Strategically, it was critical that consumers knew that this was not just another multi-national brand jumping onto the authenticity bandwagon.
“There is real substance in this story, but we also needed to make sure we stayed interesting and fun.”
The campaign includes TV, radio, outdoor, online, digital, social media and cinema. A sampling programme as well as extensive route and point-of-sale signage will also be in play.