Bundaberg Red Rum: As smooth as life is rough

This campaign for Bundaberg Red, an Australian rum brand owned by Diageo, reversed declining value growth caused by drinkers turning to bourbon whiskey.

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...

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