Sofia Vergara dons Official Ministerial title in new Bulldozer campaign for Frucor’s Angostura brand

Bulldozer has landed one of the world’s hottest celebrity stars, Emmy Nominated South American actress Sofia Vergara as the Official Minister of Angostura Pronouncement in a campaign for Frucor Beverages.

During the campaign, Ms Vergara will be educating the Australian public through a series of video messages delivered via the ‘Ministry’s’ official Facebook page, which will commence this evening.  She will also campaign on radio, in magazines and newspapers starting right at the top by urging Prime Minister Julia Gillard and Opposition Leader Tony Abbott to lead the pronouncement challenge “by example”.

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Although Angostura has its origins in Latin America, Aussies actually invented the Lemon, Lime and Bitters combination that has now become so popular it is virtually our national drink.  Sadly, Australians struggle with the pronunciation of the original and authentic “Angostura” brand name, and this is the crux of the campaign idea – appointing a Latin superstar who is also renowned for her “mispronunciation” to address this National travesty in her Official Ministerial capacity.

Says Cathrine Dyer, marketing manager Hydration and CSD’s at Frucor Beverages: “What excites me most about this campaign is how PR and non-traditional media have been used so strategically to amplify our budget in a million unexpected ways.  It just goes to show that if a blockbuster 30″ TV spot isn’t an option for budget reasons, you can still make a big impact with razor sharp strategy and creative that really engages people.”

Says Caroline McLaughlin, Bulldozer managing director: “A refreshing, exotic drink? Gorgeous Sofia Vergara as our star? Making fun of politicians? This has been a brilliant assignment for us.”

“This is what I love about the job. You’re sitting at home watching Modern Family, next thing you know you are art directing Sofia’s Vergara’s hair and attaching a clip-on koala to her cleavage,” says ECD Andy McKeon – who has since left Bulldozer to join Apple in San Francisco in a creative director role.

In a team put together specifically by Bulldozer for Frucor, PR has been handled by recently launched Eleven PR, celebrity talent by CMA and online by Klick Communications.

Executive Creative Director – Andy McKeon