In Drinks Spirits by Clyde Mooney

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Building on its sponsorship and the launch of the 2017 NRL season, Diageo has launched a massive campaign to consolidate market share of the “unmistakable” Bundaberg Rum.

The major new brand campaign for Bundy is the biggest in a decade, set to see $20 million in media spend over the next 18 months.

It kick-started last Thursday during the first game of the NRL season, with viewers shown a special 90-second version of the new TVC, which features Underbelly star, Gynton Grantley.

The campaign is titled ‘Unmistakably Ours’ and asks consumers to consider uniquely Australian things, from core values to the quintessential Aussie spirit – both the soul and the drinking kind.

Bundaberg Rum is still the number one selling rum in Australia, holding over 70 per cent market share. The brand has been further bolstered in recent years with its entry into premium blends, and the recent release of summer RTD Lazy Bear.

‘Unmistakably Ours’ will promote all Bundaberg Rum’s core products: Original, Extra Smooth, Spiced, UP & Cola and Lazy Bear RTDs, and premium blends Blenders Edition and Small Batch.

Furthering Bundy’s NRL sponsorship, the campaign will also include off- and on-premise marketing material to engage fans throughout the season, and executions in-market to encourage fans to “Share the Spirit” and celebrate the things that make the game so unique.