Bundaberg Rum, in partnership with the NRL, is launching its first responsible drinking campaign called ‘The Waterboy’ that will premiere tonight during the tonight’s first NRL Finals game between the Sydney Roosters and the South Sydney Rabbitohs.
‘The Waterboy’ campaign, created by Red Engine SCC and featuring players from the Bundaberg Rum sponsored North Queensland Cowboys as well as their real life trainer and waterboy Ash Graham, encourages fans that choose to drink alcohol to drink responsibly and ‘stay in the game’ by taking regular water breaks between drinks.
The campaign will run alongside the NRL finals series, launching tonight with the first match of the series. The campaign TVC opens on a live NRL match between the North Queensland Cowboys and the Brisbane Broncos.
North Queensland Cowboys trainer, Ash Graham, who’s also the team’s waterboy on game day, runs onto the field presumably to give the players a water break but he runs straight past them.
We follow Ash’s journey through the countryside until he reaches a local pub and intercepts a table of patrons encouraging them to ‘stay in the game’ by taking a water break between drinks.
Bundaberg Rum marketing manager Karl Roche said: “It’s our obligation as a brand to do everything we can to encourage people who choose to drink Bundaberg Rum or any other alcoholic beverage to do so responsibly and enjoy it in moderation.
Watch the TVC here.
“This is the first campaign that we’ve launched that is solely focused on promoting a responsible drinking message and I’m proud that we’re launching it in partnership with the NRL. We have a longstanding relationship with Australia’s favourite game, and this is an idea we’ve wanted to bring to life for some time now.
“With the Finals series shaping up to be red hot and action-packed, you’re going to want to stay in the game. For our fans who do choose to have a drink while watching the game, the best thing you can do is make sure you take regular water breaks.”
NRL head of marketing Peter Jarmain said: “Bundaberg Rum is a valued partner of the NRL and it’s been a pleasure to work with them on a campaign that encourages fans to enjoy the Finals Series in a safe and responsible manner.
“Regardless of whether you are enjoying a drink or not, it’s anyone’s game during the Finals Series and we hope everyone enjoys the next few weeks of footy.”
This week the latest ABS data shows that overall Australian alcohol consumption continues to be at 50-year lows, a positive trend that demonstrates a more responsible local drinking culture.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]