This was an interesting project. Bundy Rum ads at the time were known for featuring the Bundy ‘Ozzie’ bear. Unusual for a. polar bear to be the main character in an Aussie Rum campaign, but there’s always been a polar bear on the neck label. (Bear was chosen to suggest that Bundy Rum can ward off the wickedest cold, keeping you warm.) The client wanted Bundaberg to go in a more sophisticated, contemporary direction, feeling that the brand can live comfortably with another audience. We arm wrestled them on this direction, but if we didn’t oblige, there were 11 other creative teams within the agency that would’ve jumped at the chance. So below is the result of a more sophisticated approach to the brand. We threw in the bear, albeit a real one for a second. And put forward the talented Director, Jeff Darling to film it. He does have a good eye.

The strategy was to communicate the taste cues of strong yet mellow.