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,...