Independent creative agency Bashful has been appointed once again as Liquorland’s lead creative agency, following a competitive multi-agency pitch.
Bashful was the incumbent on the account when Coles put the Liquorland creative account to pitch in August. Bashful launched “Cheers” in 2023, the ‘biggest brand campaign ever’ for the liquor retailer that championed everyday moments.
The win sees Bashful continue to partner with Coles Liquor Group at a pivotal moment as the retailer undertakes transformations.
Coles Liquor Group has announced the consolidation of its three retail banners, Liquorland, First Choice Liquor Market, and Vintage Cellars under a single, unified Liquorland brand. The move simplifies the business while strengthening Liquorland’s national footprint and customer experience.
The partnership will see Bashful continue to lead Liquorland’s brand platform, integrated campaigns, and in-store experience, from communications and content to digital, bringing creative campaigns to life nationwide.
“As our incumbent agency, Bashful demonstrated a deep understanding of our customers and our ambition for Liquorland. Their ability to connect creativity with culture and retail performance made them the perfect partner for this next chapter. They are thinking long-term about our business and brand,” Coles Liquor Group’s general manager customer loyalty Mia Horner said.
“Liquorland is an Australian icon at a turning point. We’ve had three great years working on the brand and are thrilled to help define what’s next. With deep experience in retail, Bashful sits at the intersection of culture, aesthetics, and commerce. We help brands feel more culturally resonant to drive commercial outcomes,” Bashful’s CEO and co-founder Simon Bookallil added.
“I love Liquorland. There are now over 900 stores across Australia. This is a major Australian retailer that serves Aussies from all walks of life every single day. Liquorland wants to connect with its customers in an emotionally meaningful way to become part of the fabric of Australian life. We see so much opportunity to do so,” Guy Marshall, strategy partner at Bashful said.
Bashful’s client roster includes Australian Fashion Week (AFC), CabraVale Club Resort, Chargrill Charlies, Holland America Line, July, White Glo, Witchery and Zimmermann.
