Independent, creative agency Fuller has partnered with the Australian Bitters company to launch a bright new campaign designed to capture the attention of US bartenders, distributors and cocktail enthusiasts.
The ‘Taste the Oz’er Side’ campaign leans into the brand’s distinctly Australian roots, setting it apart in a market dominated by European bitters and dark, moody branding. Bringing to life a vibrant, sun-drenched identity that celebrates Australian culture with colour, humour and laconic Aussie charm.
“Fuller really understood our brand and delivered an excellent marketing campaign that not only resonates with our target market but also brings to life the spirit of Australia,” said Genevieve Jodhan, chief sales and marketing officer at Innovation Beverage Group, parent company of Australian Bitters.
The campaign centres on a series of playful illustrations, created by Jake Foreman guided by Fuller’s head of design Sean Kane and senior art director Nerissa Douglas. The illustrations were then brought to life by animator Amy Charlick via cel-style animations featuring Australian wildlife, landscapes and lingo, backed by a custom soundscape and upbeat narration.
These assets were rolled out across digital, social and print channels, culminating in a high-profile activation at the Tales of the Cocktail festival which took place in New Orleans last month, and is one of the world’s premier bartending events.
For Fuller, the challenge was more than marketing a product—it was about positioning Australian Bitters as a cultural ambassador for modern Australia.
“Our approach was to own what makes Australian Bitters different,” said fuller’s senior creative Joshua Newnes. “The brand’s story is uniquely Australian, so we built a campaign that was authentic, playful and instantly memorable for an international audience.”
The campaign has already been utilised in activations, merchandise and branded tastings in New Orleans and lives digitally at tastetheozerside.com.
