BWS refreshes brand platform via M&C Saatchi and Carat

Australian bottle shop chain, BWS, has launched a new brand platform via M&C Saatchi and Carat.

The new platform, ‘Refreshingly BWS’, continues the brands challenge to bottle shop conventions.

The work targets Gen Z and young millennial consumers who, according to research from Precision and M&C Saatchi, feel intimidated by the unwritten rules around the drink-buying experience.

“BWS has always been the cheeky yet welcoming younger cousin to the more serious bottle shops and now we’re bringing a fresh take on the world of drinks,” said An Le, head of brand marketing at BWS. “We want to celebrate Aussies who unapologetically do drinks their way. So whether you fancy ice in your wine, enjoy seltzers at dinner parties or reach for the top shelf on a school night, BWS is absolutely here for it.”

The platform launches with a 30 second hero spot that follows a pair of human-less orange boots that stride down the street to a BWS store. The spot ends on the line: “Here’s to those who drink whatever floats their boat.”

Cam Blackley, chief creative officer at M&C Saatchi, said: “For the ‘Refreshingly BWS’ launch spot we really loved the idea of setting a pair of drinking boots loose. They embody a bit of offbeat attitude without pigeonholing the drinker, apart from questionable shoe choices. We’re really looking forward to where the ‘Refreshingly BWS’ platform will go next.”

The integrated campaign is running across TV, large forma and retail OOH, social, online video and in-store from today.


Client – BWS
Creative Agency – M&C Saatchi
Production Company – Airbag
Media Agency – Carat
Photography: Shelley Horan


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