Diageo - Bundaberg Rum: from a cult regional drink to a national icon

Justin Graham and Tony Clement

This 2000-06 campaign for Bundy (Bundaberg Rum) focused on its trademark character, the Bundy Bear (the mate every Australian man wants to have), which through advertising became the personification of the brand.

Diageo – Bundaberg Rum: from a cult regional drink to a national icon

Agency

Leo Burnett, Sydney

Todd Sampson         Managing Partner, Head of StrategyJustin Graham         Strategic PlannerSarah Palmer           Account ManagerMark Collis              Creative DirectorJustin Graham         AuthorTony Clement           Author

Client

Diageo Australia

John Green               Marketing DirectorBen Farlow               Marketing ManagerSally Dent                 Consumer Insights Director

Objective:

To become the number one Spirit Trademark in Australia.

Results:

Reached the position of number one RTD Spirit (volume, litres) and in the process returned an incremental $240 million in sales and a staggering six-year return on investment (ROI of $8.80...

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