Alibi Bourbon uses tattoos and bogans in ‘no nonsense’ positioning

A new campaign for Alibi Bourbon uses tattoos and over-the-top hard-living life stories to create a ‘tough’ and ‘no nonsense’ image.

The campaign, by JayGrey, uses the tagline ‘seriously hard liquor’ with characters from the lower classes who are ‘BS free urban warriors’, according to the agency.

The print ads feature images of bogans in supermarkets with bad slogan tattoos.

Using radio, the campaign uses three rough voices that talk about their hard lives growing up before revealing they are women.

[powerpress url=”″]

[powerpress url=”″]

[powerpress url=”″]

Alan Cunningham, international business development director in charge of Alibi Bourbon said: “We like to do campaigns that make people stop and take notice and JayGrey seems to be an agency that specializes in that. When the guys at JayGrey put the creative concept in front of me, I have to admit I had a bit of a laugh. They really get what we’re trying to do here.”

Jay Furby, JayGrey’s creative director said: “Alibi Bourbon is a gritty, no nonsense drink. The fact that our point-of-sale campaigns were to run at biker events gave us a clue straight away what tone of voice we had to adopt.”

Agency: JayGrey
Client: Pure Beverages
Creative Director: Jay Furby
Art Director: Jay Furby, Dave Heytman & Tommy Cehak
Copywriter: Jay Furby & Gavin Chimes
Typographer: Dave Heytman & Tommy Cehak
Account Management: Will Frew
Photography: Sean Izzard (The Pool)
Re-touching: Steve York (Cream)



Sign up to our free daily update to get the latest in media and marketing