Bundaberg Brewed Drinks is celebrating 50 years of making the country’s beloved and iconic Ginger Beer, along with other brews, in the town that shares its name.
The company has been a proud family business since it was started in 1968 by Cliff Fleming and his wife, Lee, along with his father, Neville, and mother Gladys.
For as long as they’ve been in business, the Fleming family have lived by the rule, “If it’s worth brewing, it’s worth brewing well.”
For the first time in the history of Bundaberg Brewed Drinks, founder and master brewer Cliff Fleming is the face of the brand.
Bundaberg Brewed Drinks’ head of marketing, Penny Glasson, outlined it was a strategic move to share the Bundaberg story as part of the 50-year celebrations.
“Cliff is a very humble man, so it wasn’t easy to convince him to front the campaign, and I may have undersold the proposed reach,” she said.
“However, this year being the 50th gave us permission to tell our story, so it felt like a natural fit.
The global campaign via BCM kicks off in Australia this Sunday with large-format outdoor, digital, and cinema.
The campaign was shot in the Bundaberg-based brewery and on local ginger farms with a goal to lift the lid on the iconic Australian drink.
“The core marketing challenge was to tell the Bundaberg Brewed drinks story,” Glasson said.
“Our research shares that nine out of 10 Aussies know who we are, but they don’t understand our point of difference and the benefit of the brewing process.
“It’s the brewing process that makes our drinks taste so good, hence the creative insight [that] taste takes time.”
Client: Bundaberg Brewed Drinks
Head of marketing: Penny Glasson
Marketing manager: Ashleigh Gray
Creative agency: BCM
Post-production company: Cutting Edge Brisbane
Media agency: Carat Brisbane
Research agency: Colmar Brunton Brisbane