Music and alcohol have been besties for a long time. Australian indie, Kerfuffle, and Woodstock Bourbon & Cola have turned that into a music star launch. A launch that also picks up on the current country music craze and brings Kerfuffle founder, Ant Keogh’s, remarkable flair for surprising ad ideas to the fore.

The campaign takes country music’s newest star, Bobby Doggins*, from obscurity to Spotify signing a deal with Woodstock Bourbon & Cola. It begins with Woodstock dropping a debut single, The Wood Life,on Spotify fronted by Bobby Doggins, and a music video that captures Woodstock’s unmistakable spirit – good times, no pretence, and nothing to prove. It’s a natural extension of the brand’s core belief that the “good life” isn’t something you chase, it’s something you choose.

Sarah Wilcox, head of RTDs and cider at Woodstock parent, Asahi Beverages, stated, “Woodstock drinkers value an unpretentious, easy-going lifestyle, everything Bobby Doggins represents, that’s why we’re thrilled to be able to sponsor him this year. The world sometimes seems a cynical place distracted by social media and celebrity – Bobby Doggins’ musical message is a timely antidote to all that.”

Bobby Doggins added, “It’s sure nice the fine people at Woodstock love my music so much. At first I thought it might be a bad idea to let them use my music but then they sent some Woodstock over and it seemed like a much better idea.”

Ant Keogh commented,“When I first met Bobby Doggins, I was not only struck by his warm charm, country boy good looks and angelic vocal ability, but more-so his belief that the simple things in life are all you need. He’s a genius.”

Beyond hero audio tracks and music videos, the platform extends into OOH, social and partnerships with Triple M and TikTok, bringing The Wood Life to the main stage. In the second half of the year, phase two will introduce localised executions across regional heartlands.

*Bobby Doggins may or may not be a real actual person

Credits

Client: Asahi Beverages
Creative Agency: Kerfuffle
Media agency: PHD
Production Company: The Sweetshop
Director: Edward Housden
Post Production: Arc Edit & Studio Pancho
Sound: Sonar Music
Photography: Chris Budgeon @ Photoplay