A 2020 pandemic and a swing back to yesteryear has seen a resurgence in nostalgic behaviours – the Aussie road trip, the backyard BBQ and of course a fridge full of Australia’s iconic Bundaberg Ginger Beer. This consumer shift towards nostalgia, alongside the trend to support Australian owned and operated brands has provided the impetuous for Bundaberg Brewed Drinks’ new creative direction which is set to launch December 10, developed by Alike Agency.
Founder and original master brewer, Cliff Fleming, inspired his Aussie-owned business to share their story in a poetic form. The campaign tells the untold tale of the iconic Aussie brew, with the voice of Cliff Fleming, 77, as the narrator. This humble Australian, who’s taken Bundaberg Ginger Beer to the world, has been brewing his beverages for over 50 years and they’re now sold in over 60 countries.
Says Penny Glasson, head of global marketing, Bundaberg Brewed Drinks: “Australians are not only looking to support locally made product, but they’re seeking more simple pleasures that remind them of happy times.
“Over 90% of Australians already know our brand, most notably the famous Ginger Beer, but not many are aware of Bundaberg’s ‘Great Australian story’ – it’s one of our best kept secrets.”
Bundaberg believes returning to Australia’s great tradition of bush poetry will resonate with Aussies, helping them connect with the brand’s story in a less conventional way and celebrate their 52-year history.
Says Glasson: “We believe Cliffs poem, ‘An Ode to a Great Australian’, embodies what it means to be Australian-made. To us, that badge carries a high-level of trust and expectation. Consumers buy our brews because they know they’re going to be high-quality and taste amazing. Like many great Australian-owned brands, ours has a rich backstory and we’re confident telling it in this way will make Aussies proud. In a category dominated by large multinationals, this focus ensures we stand out from our competitors.”
The poem will be welcomed to Australian living rooms this summer through a broadcast partnership with both Seven and 10. As Australia’s favourite soft drink, the brand believes it is important to align with quintessential Australian content. The media buy will consist of a tiered strategy with TV, outdoor and digital. The creative will first launch during the Big Bash, followed by Carols in the Domain, The Boxing Day Test and then program integration within The Amazing Race – all are set to feature the new creative.
Bundaberg Brewed Drinks will launch the “Great Australian Brew” campaign with a 30 second and 150 second version of the poem to be aired from December 10.
Brand: Bundaberg Brewed Drinks
BBD Head of Marketing: Penny Glasson
BBD Brand Manager: Julia McMurray
Creative agency: Alike Agency
Media agency: Carat Brisbane