BRING signed on as official music creative agency for BWS

One year ago, alcohol retailer BWS engaged with BRING: Universal Music for Brands to bring its ‘Cool Room’ to life, and today announced it has officially partnered with the agency for its music strategy and creative activations.

BRING will be tasked with evolving the brand’s “unique voice in music” to reach more communities over summer, according to An Le, head of brand marketing for BWS.

“Music is a truly authentic way for us to connect with young Aussies, and the BWS Cool Room is the perfect property for us to do this,” she said. 

We have bold ambitions to go bigger and cannot wait to unveil how it will evolve this year!” 

In its first year, the BWS ‘Cool Room’ was a unique property that cleared out actual cool rooms in BWS stores, inviting fans to enjoy some special and ‘cool’ live music moments.

The line-up included Aussie party-starters Client Liaison, and Kiwi pop sensations BROODS.

BRING’s managing director, Adam Ireland, said: “Hand on heart, there is no other brand in Australia that could pull this off the way BWS can.

“Music is an expressive medium and more and more, we’re finding that brands love the flexibility and creativity that a music-led idea can unlock. Off the shelf sponsorship solutions can offer simplicity, but a bespoke music strategy is designed for the audience and built from the ground up – offering greater impact & connection.

“In year two of our partnership, the BWS team have grabbed this creative idea with both hands and as a result, ‘Cool Room’ in 2023 will be a fan experience like no other.”

Executive creative director at BRING, James Griffiths, added: “What an exciting journey we’re now on with the BWS brand.

“We were all thrilled with the BWS ‘Cool Room’ last year, and knew at the time we had landed on something truly ownable. But not only that, something that could uniquely capture the brands DNA and show, not tell music fans what BWS stood for.

“We now get to explode this further in 2023 by taking the BWS Cool Room out of BWS stores and directly to fans with bigger, bolder and more surprising gigs.”

The activation is set to expand this coming summer, growing into a multi-sensory live music experience, with artists including Aussie band Lime Cordiale, electronic star (and daughter of Paul Kelly) Memphis LK, and global hip-hop star Armani White getting involved.

The new partnership marks the second multi-faceted music platform launched this year by BRING. In May, the agency collaborated with Wild Turkey to launch Music 101, a localised experiential platform featuring Aussie favourite Matt Corby.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



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