Alcohol retailer BWS has revealed its new brand platform, ‘Here’s to You’, in one of the largest campaigns in the company’s history.

The campaign is designed to capture the hearts of Aussies, focusing on the everyday connections made while sharing a drink with loved ones.

In preparing for the campaign, the BWS team undertook a deep analysis of its stores, teams, customers, suppliers and partners.

‘Here’s to You’ is aimed at further cementing the BWS brand’s desire to centre itself as a locally relevant and convenient place to buy drinks across the country.

The platform is also a toast to the various personalities behind BWS customers and how they connect every day, highlighting the local understanding of its 1,300-plus stores.

Furthermore, ‘Here’s to You’ nods to its 7,500-plus BWS store team members that support customers with their drinks choices.

Supporting the launch of ‘Here’s To You’, the campaign is set to run across TV, OOH, digital, mobile, social and print, with the TVC premiering yesterday. and a new in-store branding experience going live from today.

The platform will become a mainstay of the communications from the brand leading into summer and 2018.

The various creative elements within the campaign platform were conceptualised by 1440, the retail specialist within the M&C Saatchi Group.

Howard Spreadbury, managing director at 1440, said; “For BWS, ‘Here’s To You’ is an important step in the evolution of the brand. We’ve had an amazingly collaborative approach with the BWS team and the work is stronger as a result.

“This campaign reflects a genuine shift in focus for BWS from product to people and the customer’s real-life experience with their brand.”

BWS director Guy Brent said: “Everyone on the BWS team has a shared passion for helping Australians facilitate more meaningful connections through casual, everyday socialising. We are determined to make buying drinks a special experience.

“This is achieved through inspiring choice through our different store formats and digital offering, along with our continued focus to tailor our range to local tastes, and putting customers first through authentic and personal service.

“To us, offering good value means that our customers will feel rewarded for choosing us. A better range is inspiring our customers with products they’ll love and the best experience is feeling like a local within any one of our stores, thanks to our friendly and knowledgeable staff.

“All of this is what guides everything BWS does every day, and ‘Here’s to You’ is an extension of our commitment to offering this to our customers all across the country.”

CREDITS

Creative: 1440 (M&C Saatchi)

Creative partner: Tom McFarlane

Creative director: Lee Roberts

Senior copywriter: Geoff Reid

Senior art director: Mike Miller

Copywriter: Zac Gold

Art director: Paul Slater

Lead designer: Simone Cherry

Senior designer: Sionen Adijans

Designer: Jack Farrell

Finished artist: Tom Roder

Strategy: 1440

Strategy partner: Mervyn Tan

Retail strategist: Jessica Smith

Social creative strategist: Charissa Tosio

Production: 1440 and Exit Films

Executive producer: Jackie Archer, 1440

Senior producer: Linda Varney, 1440

Production coordinator: Dulce Aguilar, 1440

Director: Tom Campbell, Exit Films

Producer: Fiona Pakes, Exit Films

Post-production: The Editors and White Chocolate

Sound design and composition: Song Zu

Logo animation: Resolution Design

Photographers: Barnaby Wilshier and Dick Sweeney

Account management: 1440

Managing director: Howard Spreadbury

Client services director: Paul Coles

Account director: Michael Porter

Senior account manager: Cameron Green

Account manager: Sam Hurwood

Media: Carat

Client lead: Bianca Falloon

Client director: Charlotte Edwards

Ecosystem senior manager: Carolina Ferreira

Ecosystem manager: Sally Cartmell

Group strategy director: Danni Wright

Senior strategy executive: Emily Brydon

Client: BWS

Managing director: Guy Brent

Head of merchandise and marketing: Adam Fry

Head of advertising: Adam Slattery

Head of strategic marketing projects: Carly Bowra

PR: PPR

Director of marketing communication: Annike Morgan

Account director: Chloe Turner