Combine Bundaberg Rum with dry ginger ale and natural lime and you have a Lazy Bear, Diageo’s new pre-mixed drink. So Leo Burnett is promoting the launch with five lazy bears of its own.
The five lazy blokes are lounging around in hammocks at Thala Beach near Cairns. While they’re too lazy to move their bodies to get themselves a drink, they do have active minds. They’ve constructed a Newton’s cradle to enable them to swing to reach the Lazy Bear bottles that are sitting on ice nearby.
Strategically, the ad introduces Lazy Bear as the drink for lazy summer afternoons with mates – occasions that are not normally associated with drinking rum.
Leo Burnett had a hand in developing the name, working with Diageo to respond to the trend towards more casual daytime drinking occasions.
With the product name alluding also to the brand’s most famous icon, viewers will be encouraged to keep an eye out for some guest appearances by a famous figure long absent from Australian screens. Bundy R Bear will make a cameo appearance in seven different versions of the TVC, where he can be spotted enjoying some well-earned ‘lazy time’ of his own.
Grant McAloon, joint executive director, Leo Burnett Sydney, commented, “Spending time with friends is important but we often struggle to find that time. So when it does happen, it’s something to be celebrated. So that’s what we set out to do.”
Vince Lagana, joint executive creative director, Leo Burnett Sydney added, “We’re proud to have worked so closely with Diageo on this product that moves one of its biggest brands into a new space, along with a campaign that reminds us that ‘lazy time’ is actually precious time.”
Jodi McLeod, marketing manager, Bundaberg Rum, noted, “Bundaberg Rum Lazy Bear is our biggest premix launch in years. We have already seen an amazing response to the product from retailers.”
The campaign, which also runs across cinema, outdoor, digital and social, launched on September 23 to coincide with the NRL preliminary finals.
Credits:
Agency – Leo Burnett Sydney
Chief Executive Officer: Pete Bosilkovski
Executive Creative Director: Grant McAloon & Vince Lagana
Senior Art Director: Nils Eberhardt & Ben Alden
Senior Copywriter: Dave Govier & Michael Dawson
Executive Broadcast Producer: Tim Pietranski
Integrated Producer: Cassie Collin
Head of Print: Adrian Jung
Strategy Director: Ross Cameron
Group Business Director: James Walker-Smith
Business Director: Neil Duncan
Business Manager: Aaron Wall
PR Director: Liz Hunt
Head of Connect: Emma Montgomery & Karla Pritchard
Communications Strategy Director: Linda Fagerlund (nee Tran)
Media Director: Stuart Capel
Media Agency: MediaVest
Production – Revolver
Director: Steve Rogers
EP/Producer: Pip Smart
EP: Michael Ritchie
DOP: Geoffrey Simpson
Editor: Bernard Garry (The Editors)
Grade: Ben Eagleton (BE Colour)
Post Production/VFX: FIN design
Post Supervisor: Justin Bromley
Music: Song Zu
Client – Diageo
Marketing and Innovation Director: Adam Ballesty
Head of Strategy and Innovation: Drewe Letchford
Innovation Futurist: Joe Spence
Marketing Manager: Jodi McLeod
Senior Brand Manager: Karl Roche
Assistant Brand Manager: Anita Mamo
