The Aussie rum, Bundaberg Rum, has acquired a more sophisticated air. The campaign, Unmistakably Ours, which Leo Burnett Launched one year ago with an Aussie voice and Aussie humour, has launched four new 15 second ads that are elegant and very grown up.

The new Leo Burnett ads, all of which were filmed on the Bundaberg Rum Estate and surrounding sugar cane fields in Queensland, celebrate the craft behind Bundaberg – the making of the award rum, the talented craftspeople who make it, the brand’s unique history and its locally sourced ingredients.

“As Bundaberg Rum approaches its 130^th year, we wanted to celebrate life at the distillery, putting the spotlight on our people and award-winning product. Bundaberg Rum is made by a small group of just 34 people, with locally sourced ingredients. It has a unique and rich heritage of which we’re extremely proud. It’s a story we want to share with all Australians,” stated Bundaberg Rum senior Brand manager, Karl Roche.

“We’re proud to say the Unmistakably Ours campaign has seen significant growth for Bundaberg Rum and has brought strong brand values back to the brand. In these follow-up 15-second product spots, we wanted to focus on all the great things that make this iconic liquid truly unique and in turn prove how it really is unmistakably ours,” added Vince Lagana, executive creative director at Leo Burnett, Sydney.

The ads are:

• History – highlights Bundaberg’s 130 years of craft.

The distillery was born in 1888, when seven Bundaberg locals decided with a stroke of genius to take the by-product from the growing sugar industry and open up a rum distillery.

Cast: the team of people tasting from the distillery are: Brenton Towers, Graham Golchert, Kate Knott, Joshua Blanche, Paula McKenzie and David Hore. And at the end of History, the two people tasting are Dave Wendt and Ty Mckeown)

• Awards – highlights the master blenders and the range of world-class rums.

While Bundaberg Rum Original remains the flagship product, Bundaberg’s team of blenders continue to experiment, craft and blend every day. Three rums in the Bundaberg range have won top honours at the world’s most prestigious drinks awards: The World Drinks Awards in London and The San Francisco World Spirits Competition.

Cast: Master Blender Sarah Watson.

• Local Ingredients – features the unique local ingredients that make the rich and smooth taste of Bundaberg Rum Original.

Bundaberg believes that its locally sourced ingredients are the secret to the rich and bold taste of its famous rum. It all starts with the rich, red volcanic soil of the local Bundaberg area. This soil is the foundation for growing some of the finest sugar cane in the world – the key raw material when it comes to making rum.

Cast: Lindsay Amos – a local sugar cane farmer

• Dark & Stormy – talks about how Bundaberg Rum is the perfect complement to the refreshing taste of ginger beer.

Cast: Features Natalie Ng – award-winning bartender and owner of small bar Door Knock in Sydney.

The new Bundaberg Rum campaign launched on national free-to-air, subscription television and online from March 4, supported by social content.

Credits:
Creative Agency: Leo Burnett Sydney

Executive Creative Directors: Vince Lagana & Grant McAloon

Creative Directors: Malcolm Caldwell & Ian Broekhuizen

Senior Copywriter: Nigel Clark

Senior Art Director: Adrian Ely

Agency Producer: Michelle Browne

Group Business Director: James Walker-Smith

Senior Business Director: Amber Glenister

Business Manager: Tom Smyth

Production company: Infinity Squared
Director: Melvin J Montalban

Producer: Morgan Benson-Taylor

DOP: Tania Lambert

Art Director: Miles Pitt

Editor: Brad Hurt

Colourist: Matt Fezz

Music: Rumble

Client: Diageo

Marketing & Innovation Director: Adam Ballesty

Marketing Manager: Hayden Abercrombie

Senior Brand Manager: Karl Roche