Helping Aussies and pubs into summer, Diageo and Bundy are both innovating and suggesting “Don’t Forget Your Local”.
The latest instalment of Bundaberg Rum’s $11.5 million Raising the Bar program to help licensed venues recover from COVID-19 is a series of TVCs encouraging Australians to get back to their local pub – even if they’ve forgotten how things are done.
Dubbed “Don’t Forget Your Local”, the campaign taps consumer insight that some things may feel a little awkward at first, after so long, and is motivated by knowledge the hospitality sector has not only suffered lockdowns, but is coming to terms with altered socialising habits making people too accustomed to staying on the couch.
The commercials feature comedian Becky Lucas recapping how to do the basics, such as carrying a round of drinks, talking to other people, and how to do ‘cheers’.
Diageo marketing manager Jodi McLeod says the challenge was about getting people out of their homes. They focused on what makes the local so special, and on the benefits of socialisation.
The ads were created by Leo Burnett, and are set to appear in NSW, Victoria and Queensland across broadcast TV, OOH, online and social media.
Separately, Bundaberg Distilling Company and Bundaberg Ginger Beer have announced they are combining their near two-hundred years’ experience for the new Bundaberg Alcoholic Ginger Beer.
The new varietal is craft brewed by locals in Bundaberg over three days, using locally grown fresh ginger and freshly-cut white Queensland cane spirit, for a “zesty ginger bite and refreshing taste”.
Bundaberg Ginger Beer brings its 53-year history making Australia’s favourite Ginger Beer, complementing Bundaberg Distilling Company’s 133-years of distilling.
Bundaberg Alcoholic Ginger Beer will be available from early November 2021.
“We know the Alcoholic Ginger Beer category is growing rapidly and nobody is better placed than two local Aussie icons to introduce the best Alcoholic Ginger Beer made by locals for locals with real ingredients to more Aussies,” says Duncan Littler, Bundaberg Distilling Company marketing & experience manager.
