Bundaberg Rum: Watermark

Agency: Leo Burnett
Client: Bundaberg Spirits
Product: Watermark

Objectives

This situation defies procedure and common marketing goals. The floods were an unexpected, overwhelming disaster that required a quick and decisive response. The original objectives behind Bundy's rapid response were simple and straightforward:

1) Accelerate Queensland's recovery

2) Raise money to help Queensland recover

The brand had an opportunity to do something special for a community that it holds dear – a community that includes both customers and employees. Letting them down was not an option.

Strategy

Bundy wanted to help Queensland, needed to help, but had limited means to help. The floods had temporarily hobbled Bundy's supply chain from manufacture to distribution to consumption. Furthermore, the urgency to act had never been greater. People's lives had been washed away. They needed immediate help.