Bundaberg Red Rum: As smooth as life is rough
Leo Burnett Sydney
Advertiser: DiageoBrand: Bundaberg Red RumCountry: Australia
Objectives
How do you stop decline in rum when the category is being bullied by bourbon – a much larger category full of big brands and big media spends?
After initial success at launch in 2008, the Bundaberg Red rum business was on the rocks – volume and value were in serious decline:
- Volume was down -22.8% from F11 (July 2010 – June 2011)
- Net sales value (NSV) was in freefall at -26.9% versus F11
In order...