Bundaberg Brewed Drinks coaxes founder onto screens for global 50 year anniversary campaign

Bundaberg Brewed Drinks is celebrating 50 years of making its iconic ginger beer in a campaign that features the company’s founder and master brewer, Cliff Fleming, for the first time.

The global campaign, created by BCM, tells the company’s story and its links to the regional Queensland town. It launches in Australia this Sunday across large format outdoor, digital, and cinema.

BCM has held the Bundaberg Brewed Drinks account since 2013 with their first campaign that year featuring a fictional master brewer.

For the fiftieth anniversary campaign, the family owned business was able to coax Fleming into the limelight, said head of marketing, Penny Glasson: “Cliff is a very humble man, so it wasn’t easy to convince him to front the campaign, and I may have undersold the proposed reach.

“However this year, being the 50th gave us permission to tell our story, so it felt like a natural fit.

“Cliff just made me promise not to use him on Billboards. That’s a promise I just wasn’t prepared to keep.

“The core marketing challenge was to tell the Bundaberg Brewed drinks story. Our research shares that 9 out of 10 Aussies know who we are, but they don’t understand our point of difference and the benefit of the brewing process” shared Glasson.

“It’s the brewing process that makes our drinks taste so good, hence the creative insight, Taste takes time”.

Bundaberg Brewed Drinks was started in 1968 by Fleming and his wife, Lee, along with his father, Neville, and mother Gladys. The brand is now available in over 50 countries , and this year entered distribution deals with AG Barr in the UK and PepsiCo in the US, with the latter taking it to over 400,000 stores, restaurants and bars across the United States.


  • Bundaberg Brewed Drinks – Head of Marketing – Penny Glasson
  • Bundaberg Brewed Drinks – Marketing Manager – Ashleigh Gray
  • Creative Agency – BCM Brisbane
  • Post Production – Cutting Edge Brisbane
  • Media Agency – Carat Brisbane
  • Research Agency – Colmar Brunton Brisbane

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