Bundaberg Successfully Executes Integrated Campaign On Australian Survivor
Bundaberg Brewed Drinks made an appearance on Australian Survivor on Monday night, following an integrated campaign they’ve been running with the program since February.
The campaign marks a move towards their new image, with a refreshed focus on being ‘real’ and ‘proudly Australian-made.’
“Our research shows that consumers view Bundaberg products as the most iconically Australian CSD in the market and to us, being Australian means being authentic and trusted. To play on these strengths, we have developed a new strategy where embodying what is uniquely Australian is the focal point, which we believe will resonate strongly with consumers globally,” said Bundaberg Brewed Drinks head of global marketing Penny Glasson.
The campaign saw Bundaberg Brewed Drinks run traditional advertising placements across the show with the focus of the partnership an integration during the Monday night ‘reward challenge.’
The ‘Aussie barbeque challenge’ involved the All Stars battling for chicken, snags and a selection of ice-cold Bundaberg Brewed Drinks to wash it down.
“The opportunity to be a part of a ritual that is universally Australian, on a prevalent Aussie show, was a no brainer for us,” said Glasson.
The integration saw Bundaberg Brewed Drinks move away from traditional advertising and towards content that delivers genuine emotion.
“It’s always a risk leaving it up to the contestants to talk about your product, buts that’s how you generate meaningful experiences that are relatable and credible to the Australian consumer,” she said.
“Our research shows we are the number one premium CSD in Australia for taste and although though we could not control how the contestants responded, we never doubted our brew. We know the product tastes amazing, even if you haven’t been left on a desert island.”
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