BWS has a new personality. It’s bold, defiant and different – just like the audience it is hoping to attract. M&C Saatchi and Carat’s new BWS brand platform, Refreshingly BWS, that challenges bottle shop conventions. Which is exactly what Gen Z and young millennials are looking for according to research carried out by Precision and M&C Saatchi.

The research went on to reveal the audience felt intimidated by the drinks buying experience and the unwritten rules around how, why and what they drink. As the unofficial wingman of good times, Refreshingly BWS challenges this intimidation and shows that it is taking the judgement out of buying drinks, replacing it with fun.

To launch the platform, creative agency M&C Saatchi created a striking pair of human-less orange boots that make their way to a BWS store, ending with a welcoming toast to all Aussies, Here’s to those who drink whatever floats their boots.

“BWS has always been the cheeky yet welcoming younger cousin to the more serious bottle shops and now we’re bringing a fresh take on the world of drinks,” stated An Le, head of brand marketing at BWS. “We want to celebrate Aussies who unapologetically do drinks their way. So whether you fancy ice in your wine, enjoy seltzers at dinner parties or reach for the top shelf on a school night, BWS is absolutely here for it.”

Cam Blackley, chief creative officer at M&C Saatchi, stated, “For the Refreshingly BWS launch spot we really loved the idea of setting a pair of drinking boots loose. They embody a bit of offbeat attitude without pigeonholing the drinker, apart from questionable shoe choices. We’re really looking forward to where the Refreshingly BWS platform will go next.”

Media strategy, planning and buying was led by Carat. The strategy is aimed at balancing high reach and attention-grabbing media for Gen Z and young millennials, while still providing moments of fame and impact. The integrated campaign is running across TV, large format and retail OOH, social, online video and in-store from today.