Bundaberg Rum ‘Where’s the Bear!?’
6 years of tactical retailer exclusives on it’s biggest sponsorship had put Bundaberg Rum squarely in the wallpaper zone. So we did something unexpected, and removed the brand’s most distinctive key asset from two million packs of Bundy.
At the same time, we hid 9 golden bears in cans, each worth a cheeky $10K to win every week right across the season.
Fans followed Bundy socials for clues that drove them to a different retailer each week. This allowed us add exclusivity to a national activity, while reengaging footy fans around a big brand building idea. One that was woven into the fabric of the sponsorship and its Aussie heartland market.
Concept: Traffik Clemenger BBDO / TVC: Leo Burnett
The campaign made Australia’s most famous rum famous again, running for 3 consecutive footy seasons. It helped the brand achieve a massive x3 average repeat purchase during the promotional window with a 98% conversion rate from on-pack scan.
Concept: Traffik Clemenger BBDO / TVC: Leo Burnett
Shouts out to:
Andy Hardiman for sparking
Dave Mardon for backing
Ben Morgan and Michaela De Santis for designing
Chad Lippert for retouching and ‘final final final’ art
Gemma, Clare and Alannah for all the hustle
Leo Burnett for agency villiage (and the spots)
Limehouse for the 3D