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About

We turn a dull, tasteless world of white spirits into a world filled with character. Bundy 5 – a spirit with character. Scott was part of the st… Read More
We turn a dull, tasteless world of white spirits into a world filled with character. Bundy 5 – a spirit with character. Scott was part of the strategy leadership that worked with all the Bundy team at Leo Burnett Sydney Read Less
Published:
Bundy 5 - Launch
In a dull, tasteless world of white spirits, Bundy 5 is a spirit with character - ain't no nancy drink
Problem
How do we broaden Bundy into the more mixed gender socialising world of white spirits?

Solution
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

Result
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.
Outdoor and print
Outdoor and print
TV - Ain't no nancy drink