Bundaberg Rum
We partnered with an iconic Aussie drinks brand to create awareness and excitement for the newly-launched Campfire Rum.
Time in the Aussie outdoors is a key socialising occasion, our task was to bring that to life and help Bundaberg Rum win share in mainstream dark spirts from the bourbon category.
We delivered a vibrant, evocative, and highly authentic campaign – ‘Find Your Campfire Moment’ – that cut through culture by refreshing Aussie socialising with a bang, driving trial and getting liquid on lips. Underpinning the campaign was our depth of knowledge and trust within the Australian outdoor and nature space that allowed the partnership to cut through in a memorable and high impact way.
This partnership was ignited with Diageo via Foundation Australia (recently merged with Hearts and Science) and supported by DRUM.
Landing Page
We built a ‘Find your Campfire Moment’ landing page featuring a map that brought together 40 of the best camp locations across Australia, as sourced by our team of outdoor experts
Designs
Custom designs were created in collaboration with Diageo, giving the campaign a very unique and strong visual aesthetic
Influencer Engagement
We partnered with 3 x influencers who shared the concept natively with their hyper-engaged audiences
Competition
We drove participation through a multi-partner competition alongside Red Paddle Co, Birkenstock, and Alton Goods
Branded Content
3 x native editorials and reels were produced that embodied inspiration and practical elements to inject a genuine flavour to the launch
Existing Editorial
Additional depth was included through updating 10 existing relevant articles
for the landing page
An Ode to The Golden Hour Campfire Chat
If Eva had to pinpoint her favourite part of camping, hands down in the campground dirt, it’d be chatting with mates around the campfire (bonus points for a rum in hand).
Barrel Rum Bananas Foster & Matching Cocktail Recipes
Part-time Explorer and full-time delish meal maker, Meg Yonson has dreamed up these scrumptious dessert and cocktail recipes for your next golden hour campfire, both featuring the cockle-warming flavours of Bundaberg Campfire Bourbon Barrel Rum.