Bundaberg to release special flood relief batch of rum
The Bundaberg Distillery Company which makes its famous rum products and its agency partners have launched a campaign to raise money for flood relief programs after recent deluges in the Queensland town.
The company has produced a range of limited rum bottles with the names of all the streets affected by the floods in the town, which will be available at an event on March 16.
A Queensland-only “road to recovery” advertising campaign has been launched in an effort to get people to visit the iconic rum and sugar cane town to boost depleted tourism numbers.
The limited edition rums can only be bought at the distillery – one of the town’s main tourist attractions.
The distillery’s parent company Diageo Australia has already donated $200,00 for Queensland flood relief, and says it is hoping to raise another $250,000 via the campaign.
Agency Leo Burnett and PR firm One Green Bean worked pro bono for the project, as have other associated firms such as printers and packagers.
The campaign follows the “Watermark” campaign by Leo Burnett for Bundaberg after the previous Queensland floods, which won the agency several awards.
At first glance i thought this was about alcoholism recovery….
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ironic placement coming straight after the previous article on putting drug and alcohol addiction in a box (and following the dr kerry o’brien post from The Conversation yesterday)
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Staggeringly insensitive
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Excellent way to raise money with a local product, nothing wrong with that
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What better way to help raise money in Australia by helping Australia 🙂
Up with the Bundy 🙂
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