Bundaberg Rum re-tells its history in Australia

Australia: The Bundaberg Rum Distilling Company has unveiled its new above the line campaign which provides an insightful look back into the birth of Bundaberg Rum and its proud history in Australia via Leo Burnett Sydney.

The multi-channel campaign, which has already attracted over 10,000 YouTube views since its launch on Friday, tells the story of the ‘genius’ group of sugar millers who came up with a clever solution when faced with a crippling molasses surplus back in 1885.

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Like Bundaberg Rum itself, the story has become the stuff of legends with the campaign playing on the various iterations of how the now famous rum came to be the drink that is loved today.

A series of 15, 30 and 60-second TVCs will air nationally from 21 October on free-to-air and Foxtel channels, complementing the existing digital and social rollout. The campaign will also screen in cinemas nationally and will be live across all channels until the end of the year.

Says Matt Bruhn, marketing director Diageo Australia: “Bundaberg Original Rum has a long and proud history, coming to life in unlikely circumstances amidst an oversupply of molasses in 1885. We wanted to take consumers back to that time and celebrate the ingenious story of this iconic Aussie brand in a cheeky, Australian way.”

In Australia, the Bundaberg Rum Trademark represents 82.2% of the total rum category (Value, Aztec MAT April 2012), indicating the brand’s ongoing dedication to exciting rum drinkers around the country.

Client: Diageo Australia

Music and Sound Producers: Storr Redman and Daniel Gay