‘Here’s To You’: BWS Toasts Customers In New Brand Platform Via M&C Saatchi’s 1440

‘Here’s To You’: BWS Toasts Customers In New Brand Platform Via M&C Saatchi’s 1440
SHARE
THIS



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.

BWS 'Here's to You' OOH ad

An OOH element from the new BWS campaign.

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

 

Please login with linkedin to comment

    Latest comments
  • Caroline Kingma 3 years ago

    Hi guys, I love the concept, but a missing apostrophe? How? Why? I’m a current BWS customer but this will (almost) see me leaving them! Please redo the bus shelters at least, I see them multiple times every day ?

  • Caroline Kingma 3 years ago

    Please ask someone to replace and / or add apostrophes to these posters ASAP! It has been driving me mad all weekend!

1440 bws Exit Films Here's to You M&C Saatchi

Latest News

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety
  • Media

The Brag Media To Exclusively Represent Australia & New Zealand Audiences Of Variety

The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]

Chello Picks Up ShopifyPlus And Four New Hires
  • Media

Chello Picks Up ShopifyPlus And Four New Hires

Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal
  • Campaigns

New Campaign For MyDeal.Com.Au Urges Aussies To Bag Their Own Deal

MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]

QMS Showcases B&T Women In Media Winners
  • Media

QMS Showcases B&T Women In Media Winners

Women In Media winners not only receive industry esteem and a cheap looking trophy, but their own digi billboard too!

by B&T Magazine

B&T Magazine
We Need To Talk About B2B Events
  • Opinion

We Need To Talk About B2B Events

This columnist asks is it the end for B2B events? And if so, where will B&T journalists take afternoon naps now?

Opinion

by B&T Magazine

B&T Magazine