Angostura has its own take on political negativity with new print campaign

Angostura Lemon, Lime and Bitters has launched a print campaign today to coincide with the one year anniversary of Kevin Rudd’s deposition as Australian Prime Minister, reassuring Rudd that being a little bitter is okay.

The campaign, created by Sydney agency Cabana Boys, launched in The Age and Sydney Morning Herald papers today.  

It was inspired by a new Liberal party advertising campaign depicting Kevin Rudd and Julia Gillard as lemons and Greens leader Bob Brown as a lime, said Nathan Forde, national marketing manager of the drink’s Australian distributor island2island Beverage Company.

He said the ads also stemmed from  Rudd’s assertion that he is no longer bitter.

“The authentic Angostura Lemon, Lime & Bitters is a quintessentially Australian drink. In fact, Lemon, Lime and Bitters were invented here. It’s not a dry, negative political thing. It’s fun and refreshing. What better time to get that message out than now, when cynical forces are hi-jacking lemons, limes and bitterness for very dusty purposes,” Forde said.

The campaign follows a video featuring Modern Family star Sophia Vergara giving lessons to Australians on how to pronounce the word Angostura and roll their Rs.


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