Dan Murphy’s launches new brand platform via Thinkerbell
Endeavour Group’s Dan Murphy’s has launched a new brand platform via Thinkerbell, doubling down on its familiar promise to Australians – ‘Nobody Beats Dan Murphy’s’.
Described as not just a platform line, but a “confident claiming” of what Aussies already know, the new platform features three main spots.
The campaign touches on the many human truths behind the drinks Aussies choose, from picking a bottle as a mate’s present, to something more meaningful for the person who has given you everything.
“‘Nobody Beats’ has existed within the DNA of Dan’s for decades, but it’s always been about price,” said Tom Wenborn, executive creative tinker at Thinkerbell.
“This project was really about digging into what ‘Nobody Beats’ really means and elevating it to the platform level where it belongs.”
Maija Bell, head of brand and experience at Dan Murphy’s, added: “Our brand has always been anchored in offering the lowest prices, the largest range, and the best service.
“This magic combination ensures that Dan’s customers never have to compromise. As the customer is at the heart of everything we do, it was important to find a platform that allows us to be present in more relatable social occasions for our customers.”
Wenborn continued: “…The next step for the brand was to establish a new construct that would be flexible as it evolves for the future.
“It’s a really stretchy platform that Dan’s will be able to activate off for years to come as they contemporise and adapt to the next generation of consumers,” he concluded.
The new platform comes as Dan Murphy’s parent company, Endeavour Group, is pitching its creative account, which Thinkerbell has declined to take part in.
Endeavour Group is seeking one lead agency for its core brands – Dan Murphy’s and BWS – via the pitch, which BWS incumbent M&C Saatchi is also not included.
In 2019, Endeavour Group launched its retail media arm, MixIn by Endeavour, after its split from Woolworths a year prior.
A year later, it announced Endeavour Marketing – a function designed to grow engaged customers and brands across its products, services and teams. Former Thinkerbell North GM, Katie Dally, was appointed as GM of marketing – creative, while ex-EssenceMediacom managing director, Mike Worden, was appointed general manager – media and marketing effectiveness.
Dan Murphy’s new brand platform launched on Monday across TV, BVOD and socials, as well as national OOH.
Other assets:
Something New – Nobody Beats Dan Murphy’s
Credits:
Client: Dan Murphy’s
Agency: Thinkerbell
Media: Carat Australia
Production:
Director: Yianni Warnock
Production house: MOFA
Post and online: ARC EDIT
Sound: Rumble
Stills photographer: Charlie Hawks
Stills production: Hart & Co
Stills stylist: Bridget Wald
Subscribe to the daily newsletter
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Campaign
Dan Murphy's
Endeavour Group
Maija Bell
Nobody Beats Dan Murphy's
Thinkerbell
Tom Wenborn
Have your say