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... |