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.