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Vok Beverages launches ‘brave and edgy’ campaign for Bearded Lady bourbon

A transvesite using a urinal is among a series of new ads for bourbon brand Bearded Lady.

A press release from the brand’s owner Vok Beverages calls the ads – which include an image of a woman about to perform a cavity search – “brave and edgy”.

The ads carry the slogan ‘Stay strong’, and will run outdoors, in print and online. But the urinal execution will only run in Maxim and Zoo magazines.

The campaign “was never about being controversial for controversy’s sake”, Vok Beverages marketing manager Chris Illman told Mumbrella.

The campaign, created by CumminsRoss South Australia, is the first for the beverage company since it ceased distribution of Diageo brands in February this year.

Illman said: “We have to compete with Jack Daniels, Jim Beam and Wild Turkey, which have had hundreds of years to build their brands. We only launched in February.”

“Yes, we have pushed the envelope with this campaign to come up with something disruptive, but the idea was never simply about generating PR by being controversial,” he said.

The ads stay true to the name of the brand, Bearded Lady, and its positioning around inner strength, Illman added.

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