Alcohol retailer BWS has revealed its new brand platform, ‘Here’s to You’, in one of the largest campaigns in the company’s history.
The campaign is designed to capture the hearts of Aussies, focusing on the everyday connections made while sharing a drink with loved ones.
In preparing for the campaign, the BWS team undertook a deep analysis of its stores, teams, customers, suppliers and partners.
‘Here’s to You’ is aimed at further cementing the BWS brand’s desire to centre itself as a locally relevant and convenient place to buy drinks across the country.
The platform is also a toast to the various personalities behind BWS customers and how they connect every day, highlighting the local understanding of its 1,300-plus stores.
Furthermore, ‘Here’s to You’ nods to its 7,500-plus BWS store team members that support customers with their drinks choices.
Supporting the launch of ‘Here’s To You’, the campaign is set to run across TV, OOH, digital, mobile, social and print, with the TVC premiering yesterday. and a new in-store branding experience going live from today.
The platform will become a mainstay of the communications from the brand leading into summer and 2018.
The various creative elements within the campaign platform were conceptualised by 1440, the retail specialist within the M&C Saatchi Group.
Howard Spreadbury, managing director at 1440, said; “For BWS, ‘Here’s To You’ is an important step in the evolution of the brand. We’ve had an amazingly collaborative approach with the BWS team and the work is stronger as a result.
“This campaign reflects a genuine shift in focus for BWS from product to people and the customer’s real-life experience with their brand.”
BWS director Guy Brent said: “Everyone on the BWS team has a shared passion for helping Australians facilitate more meaningful connections through casual, everyday socialising. We are determined to make buying drinks a special experience.
“This is achieved through inspiring choice through our different store formats and digital offering, along with our continued focus to tailor our range to local tastes, and putting customers first through authentic and personal service.
“To us, offering good value means that our customers will feel rewarded for choosing us. A better range is inspiring our customers with products they’ll love and the best experience is feeling like a local within any one of our stores, thanks to our friendly and knowledgeable staff.
“All of this is what guides everything BWS does every day, and ‘Here’s to You’ is an extension of our commitment to offering this to our customers all across the country.”
Creative: 1440 (M&C Saatchi)
Creative partner: Tom McFarlane
Creative director: Lee Roberts
Senior copywriter: Geoff Reid
Senior art director: Mike Miller
Copywriter: Zac Gold
Art director: Paul Slater
Lead designer: Simone Cherry
Senior designer: Sionen Adijans
Designer: Jack Farrell
Finished artist: Tom Roder
Strategy partner: Mervyn Tan
Retail strategist: Jessica Smith
Social creative strategist: Charissa Tosio
Production: 1440 and Exit Films
Executive producer: Jackie Archer, 1440
Senior producer: Linda Varney, 1440
Production coordinator: Dulce Aguilar, 1440
Director: Tom Campbell, Exit Films
Producer: Fiona Pakes, Exit Films
Post-production: The Editors and White Chocolate
Sound design and composition: Song Zu
Logo animation: Resolution Design
Photographers: Barnaby Wilshier and Dick Sweeney
Account management: 1440
Managing director: Howard Spreadbury
Client services director: Paul Coles
Account director: Michael Porter
Senior account manager: Cameron Green
Account manager: Sam Hurwood
Client lead: Bianca Falloon
Client director: Charlotte Edwards
Ecosystem senior manager: Carolina Ferreira
Ecosystem manager: Sally Cartmell
Group strategy director: Danni Wright
Senior strategy executive: Emily Brydon
Managing director: Guy Brent
Head of merchandise and marketing: Adam Fry
Head of advertising: Adam Slattery
Head of strategic marketing projects: Carly Bowra
Director of marketing communication: Annike Morgan
Account director: Chloe Turner