How do we broaden Bundy into the more mixed gender socialising world of white spirits?
Most white spirits pride themselves on an absence of character. The norm is being bland and tasteless - they are clean and clear and pure - but they lack taste, character and are seen as easy to drink. In this bland and character-less world of white spirits, we created Bundy 5 to represent the taste and masculinity that's been missing in white spirits. To take on the bland world of white spirts
Bundy 5 successfully helped move and reposition the Bundy brand from a bear and his mates to a brand with now broader appeal across genders. Bundy now stands out with character, in the white spirit world dominated by blandness.