Bundaberg Rum, in partnership with the NRL, is launching its first responsible drinking campaign tonight during the first NRL Finals game between the Sydney Roosters and the South Sydney Rabbitohs.
‘The Waterboy’ campaign, created by Red Engine SCC and featuring players from the Bundaberg Rum sponsored North Queensland Cowboys as well as their real life trainer and waterboy Ash Graham, encourages fans that choose to drink alcohol to drink responsibly and ‘stay in the game’ by taking regular water breaks between drinks.
The campaign will run alongside the NRL finals series, launching tonight with the first match of the series. The campaign TVC opens on a live NRL match between the North Queensland Cowboys and the Brisbane Broncos. North Queensland Cowboys trainer, Ash Graham, who’s also the team’s waterboy on game day, runs onto the field presumably to give the players a water break but he runs straight past them. We follow Ash’s journey through the countryside until he reaches a local pub and intercepts a table of patrons encouraging them to ‘stay in the game’ by taking a water break between drinks.
“It’s our obligation as a brand to do everything we can to encourage people who choose to drink Bundaberg Rum or any other alcoholic beverage to do so responsibly and enjoy it in moderation,” said Bundaberg Rum Marketing Manager Karl Roche.
“This is the first campaign that we’ve launched that is solely focused on promoting a responsible drinking message and I’m proud that we’re launching it in partnership with the NRL. We have a longstanding relationship with Australia’s favourite game, and this is an idea we’ve wanted to bring to life for some time now.
“With the Finals series shaping up to be red hot and action-packed, you’re going to want to stay in the game. For our fans who do choose to have a drink while watching the game, the best thing you can do is make sure you take regular water breaks.”
“Bundaberg Rum is a valued partner of the NRL and it’s been a pleasure to work with them on a campaign that encourages fans to enjoy the Finals Series in a safe and responsible manner,” saidNRL Head of Marketing Peter Jarmain.
“Regardless of whether you are enjoying a drink or not, it’s anyone’s game during the Finals Series and we hope everyone enjoys the next few weeks of footy.”
Watch the ad here:
Diageo wins CSR trophy
The announcement follows Diageo Australia winning the Corporate Social Responsibility award at the 2019 Australian Drinks Awards for The Smashed Project.
The theatre-in-education program aims to address the dangers of underage drinking and reduce alcohol-related harm in young people through an interactive dramatisation and workshop that resonates with young audiences.
Diageo Australia Managing Director David Smith said: “In the last 18 months 47,000 Australian Year 8 and 9 students have seen the theatre production. As well as giving a clear and motivating message that drinking underage is not sensible or cool, the students also take away guidance and tips on how to deal with peer group pressure.
“The feedback we get from students and teachers is superb and the positive recognition the program has had in parliament is a great endorsement that the industry has a hugely legitimate part to play in tackling alcohol misuse.”