Bundaberg Rum: Watermark

After devastating floods in Queensland, Australia, local distillery Bundaberg Spirits wanted to accelerate the recovery process by boosting community spirit and raising funds for rebuilding.

Bundaberg Rum: Watermark

Agency: Leo BurnettClient: Bundaberg SpiritsProduct: 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,...

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