Diageo Australia has recruited The Dressmaker actor Gyton Grantley to star in Bundaberg Rum’s new AU$20 million marketing campaign, called Unmistakably Ours. Australian actor Gyton Grantley stars in Bundaberg Rum’s new campaign. The campaign celebrates everything that makes the country “brilliantly unique” and aims to “reinvigorate love and pride” for the Australian spirit.
The advertisement features the Gyton Grantley in a Mardi Gras scene and cameos from Olympic medalist Anna Meares and surfer Julian Wilson, before culminating with the Bundaberg Rum team outside the Queensland distillery. It will be activated across multiple channels from in-store to out-of-home, digital plus a new television commercial which will air tonight (2 March), to coincide with the launch of the 2017 National Rugby League (NRL) season.
The campaign will feature all of the brands core products including Bundaberg Rum Original, Bundaberg Extra Smooth and Bundaberg Spiced Rum; Bundaberg UP & Cola and Lazy Bear RTDs as well as premium blends, Bundaberg Rum Blenders Edition and Bundaberg Rum Small Batch. Building on Bundaberg’s sponsorship of the NRL, the campaign will also include off- and on premise below-the-line creative activity to engage fans across the footy season. The NRL creative will see multiple executions in market across 4,000 outlets to encourage fans to ‘Share the Spirit’ and celebrate the things that make the game so unique.
Bundaberg Rum marketing manager, Jodi McLeod, said: “Combined with our NRL partnership which kicked off in 2016, the launch of Bundaberg Rum Lazy Bear, our most successful RTD launch in over a decade, and now this AU$20 million investment in an iconic new campaign, Diageo is really getting behind the Bundaberg Rum brand and we hope our customers will get behind it too.”