Bottlemart launches new national ‘Better Get To Bottlemart’ campaign via Adelaide agency kwp!
Six new television commercials introducing the tagline ‘Better Get To Bottlemart’ lead a new national advertising campaign for independent retailer Bottlemart, part of Liquor Marketing Group (LMG), which launches tonight via Adelaide agency kwp!.
The commercials feature six different scenarios where potentially tricky but humorous situations are eased by the convenience of Bottlemart.
James Rickard, kwp! creative director says the campaign brings Bottlemart’s core values to life.
Says Rickard: “The Bottlemart brand is reflective of its people – likeable, fun, credible and knowledgeable with a great sense of humour, but without trying to be too clever.
“These are the attributes that have made the company an integral part of so many customers’ social lives for more than 35 years, and they’re the attributes that we wanted to celebrate in this new campaign.”
kwp!’s media arm, Ikon Adelaide, worked with BDA research to identify a key sub-groups within Bottlemart’s customer base, each of which shop for slightly different reasons and occasions.
Natalie Morley from Ikon Adelaide says the commercials vary somewhat in tone and subject to appeal to these separate groups.
Says Morley: “Our extensive customer and store profile analysis has determined our media planning, which we’ve optimised through strategic channel selection around moments, occasions and environmental considerations.
“The resulting schedule covers national television activity such as Summer cricket and Sky Racing television broadcasts, plus supporting metro and regional radio and print rolling out for the rest of the financial year.”
Sean Hogan, LMG managing director says the new Bottlemart campaign marks a fundamental step forward for Liquor Marketing Group.
Saus Hogan: “We have incorporated a full media mix to reach our target consumers, ensuring this new campaign sets Bottlemart apart as a brand, not just a banner group.”
kwp! has held the Bottlemart advertising account since 2006.
The commercials will launch in most states tonight.
Client: Liquor Marketing Group
Sean Hogan- Managing Director
Craig Payens- E-Marketing Manager
Jess Whiddon- Marketing Manager
Agency: kwp! Advertising
Creative Director: James Rickard
Copywriters: David Ormston and Matt Minear
Art Director: Michael Gagliardi
Agency Producer: Micky Grant
Account Director: Andrew Fotheringham
Production Company: Kojo
Director: Roh Smith
Line Producer: Sharron Kerrigan
Media: Ikon Adelaide
Trading Director: Lucy McFarlane
Media Planner: Nick Ryder
14 Comments
This just goes to show nothing good comes from Adelaide.
Drive Thru’s a cracker.
Awesome.
Drive Thru and Bathtub are very funny. The rest…so-so.
However, the Stubbies spot is very funny.
Stubbies/Mother in law are gold. Congrats kwp! & Ikon
with obvious free reign from the client, the end result should have been a lot better.
up there with praise and talking birds eye birds
Not funny and not good and where’s the little bottle mart dude gone? I liked him!
“With obvious free reign from the client”
What an absurd thing to say. When have you or anyone ever had free reign?
And if they did, how on earth would you know?
“Really?”, you optimise the awfulness of our industry by assuming others could have done better knowing full well every single agency in the world is presented with challenges and restrictions to producing work exactly as they hope and dream it may be made.
Should have been a lot better?
You stink.
Lame and lazy guys. Has it been particularly hot over there lately?
The very definition of cringeworthy. Utter cowplop, how did this end up on here?
every single one of these stink.
Ditto.
Not their best work, on the way out perhaps?!