Bulldog Gin Australia celebrates 50 years of guitar smashing in new campaign via The Royals

Campari Bulldog Gin has launched its first online campaign via The Royals, Melbourne which champions “That’s the Spirit!” moments.

The first installment of the campaign, kicking off today, celebrates the 50th Anniversary of The Who’s lead guitarist, Pete Townshend’s, famous guitar ‘smashing’ which occurred at the end of their legendary gig at London’s Railway Tavern in 1964. This iconic moment in rock and roll history was named one of Rolling Stone magazine’s “50 Moments That Changed Rock & Roll”.

To mark this momentous occasion with a “That’s the Spirit!” salute, and to stamp its own unique personality on the burgeoning gin market, Bulldog Gin recently staged a live event in Melbourne featuring a number of local guitarists who concluded their sets with their own high impact signature moment. The footage of this event will be released on a number of online channels including Bulldog Gin’s Australian Facebook page, YouTube, along with Vevo and several music and entertainment sites.

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Says Nicole Stanners, marketing director: “Bulldog Gin is bold, confronting and, above all, individual. It captures the bold confidence and irreverent spirit of the original British bulldog, Winston Churchill, exuding originality and creativity and defying conformity. We are really excited about our “That’s the Spirit!” campaign which salutes iconic moments in history. The first installment not only salutes this famous rock and roll moment, it also perfectly encapsulates the essence of Bulldog Gin.

“We encourage consumers to check out the video footage and leave comments on https://www.facebook.com/BulldogGinAus describing their own “That’s the Spirit” moments.”

Says Nick Cummins, creative director, The Royals: “This is one of those perfect storm opportunities where everything perfectly aligns -a growing category and a growing brand with a disruptive Brand DNA. I am excited about this campaign and we look forward to hearing consumers’ reactions.”

Agency: The Royals

Stills Photographer: Jay Hynes