Bundy was under threat from Vodka and Bourbon - consumption was flat, it had a bit of a fighting juice label, and people didn't think Bundy had as much heritage, authenticity, or quality like Jim Beam or Jack Daniels. Something was needed to drive re-appraisal and preference.
Bundy needed to stand for
something with meaning to all Australians – we found this at the very origin of
Bunderberg Rum. In 1885, seven Bunderberg sugar millers met at a local pub to
solve a problem. They were drowning in a waste bi-product from sugar –
molasses. It was too costly to transport and too useless to sell. Their
solution – turn the molasses into rum. An inspired act of ingeniousness that
solved a problem and created a great social outcome, for a nation. This
ingeniousness was the kind of thinking that made Australia great and all
Australian’s aspire toward. The brands enduring purpose was clear – Bundy will
become known for ingenious thinking.
This brand purpose
informed a new tone and character for the Bundy brand. Which was translated
into an idea platform for the Bundy brand – Top
The Millers campaign was a quality and credentials campaign, featuring the 7 founding fathers of the Bundy Distilling Co. These
characters brought to life Bundy’s heritage of ingeniousness.
The campaign highlighted the core authentic ingredient (molasses) to demonstrate Bundy has real quality,
but it did so much more. It gave the Bundy brand a bold new tone of voice that
allowed us to leave some of its old baggage behind. The online content achieved almost 1 millions views in less than 1 month and was ranked in Youtubes top most viewed and most commented ads in 2010.
Lead medium TV, radio online content - youtube, social