Cellarbrations, part of Australian Liquor Marketers (ALM), has unveiled a new brand campaign via independent creative agency Channel T.
The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area.
Each episode in the series brings to life the evolving relationship Paul has with his customers, as he recommends just the right drop that each occasion calls for. The brand campaign follows the development of a new brand positioning and strategy created by Channel T and ALM, and launches the new creative platform ‘That calls for Cellarbrations’
The campaign, running on TV, digital and social channels, features a beautifully crafted acoustic version of Kool & the Gang’s ‘Celebration’, covered by legendary Australian musician, Pete Murray.
Pete Cerny, Executive Creative Director at Channel T said of the campaign, “The story of Tom and Cass is one many Australians will identify with – first home, new neighbourhood, new people. But the charm of the campaign comes through its appreciation of the little moments and interactions in life, and those we share them with. In Tom and Cass’ case it’s shared through their growing friendship with their local Cellabrations owner, Paul. And friendships are always best paired with the right drink for the occasion (onya Paulie!)”
Josh Gaudry, GM Marketing, Australian Liquor Marketers, said, “We are super excited to bring this campaign to life for Cellarbrations. It is aligned with our overarching strategy of building the brand through a balance of short term tactical marketing together with long term brand building. I’m looking forward to seeing how this relationship unfolds over time”.
