Bundaberg Rum has released a new nationwide campaign worth $20 million (media value) that will run over the next 18 months through bottle shops and venues, out-of-home and digital media, and a new television commercial (TVC).
The launch of Unmistakably Ours coincides with the kick-off of the 2017 NRL Season, which will see activations come to life in some 4,000 partnering stores, promoting the campaign and encouraging Bundy and footy fans to Share the Spirit.
Bundaberg is Australia’s most popular rum with over 70 per cent market share and Unmistakably Ours aims to take that one step further, with hopes for the brand to become Australia’s iconic spirit.
Bundaberg Rum Marketing Manager Jodi McLeod explained, “For us, there’s no reason why Bundy shouldn’t be on a pedestal with other brands such as Vegemite and Tim Tams.
“When we were planning this campaign, we 
Activations in the off-premise will run for the length of the NRL season, with posters featuring a unique tagline in each store, large pallets of the new Bundaberg 330ml cube and in-store props such as goal posts.
The campaign in trade and out-of-home and digital media will all feature the same look with a distinctive
McLeod said that out-of-home advertisements would also be placed near stores. “So from a shopper perspective they’ll be seeing it everywhere and then when they walk into a store they’ll be instantly reminded of what they’ve seen.”
Similar activations will be run in the on-premise through the footy season in winter, also incorporating a number of
You can view the new TVC here. This will air for the first time tonight (2 March), during the first NRL match on Channel 9.
