‘Here’s To You’: BWS Toasts Customers In New Brand Platform Via M&C Saatchi’s 1440
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.”
CREDITS
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: 1440
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
Media: Carat
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
Client: BWS
Managing director: Guy Brent
Head of merchandise and marketing: Adam Fry
Head of advertising: Adam Slattery
Head of strategic marketing projects: Carly Bowra
PR: PPR
Director of marketing communication: Annike Morgan
Account director: Chloe Turner
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.
Please ask someone to replace and / or add apostrophes to these posters ASAP! It has been driving me mad all weekend!
Hi guys, I love the concept, but a missing apostrophe? How? Why? I’m a current BWS customer but this will (almost) see me leaving them! Please redo the bus shelters at least, I see them multiple times every day ?