BWS launches new positioning encouraging customers to celebrate daily victories with a drink
DDB Sydney has launched its first campaign for BWS following the agency’s appointment to the account in August.
A new TV commercial introduces a new ‘Today’s Special’ positioning which suggests that consumers should have a drink to celebrate the small victories which happen every day.
DDB Group Sydney executive creative director, Dylan Harrison said: “BWS is already leading the field when it comes to providing convenient, affordable ranges for its customers. During the pitch process, we focused on how we thought the BWS personality should sound, look and feel so we are delighted to see it come to life across the various platforms.”
The campaign consists of TV, in-store, radio, press, digital display and social.
Credits:
DDB Group Sydney:
- Dylan Harrison (Executive Creative Director)
- Jen Speirs (Creative Director)
- Richard Apps (Art Director)
- Jen Speirs / Andrew Allsop (Writer)
- Claire Seffrin (Producer)
- Duncan Stevens (Group Business Director)
Rapid Films:
- Jonathan Nyquist (Director)
- Alex Tizzard (Producer)
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Nice work DDB. A great way to encourage celebration rather than bingeing
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Oh wonderful, a new marketing campaign to encourage regular drinking for trivial matters like growing a beard or getting a haircut. That seems like it will certainly help the population who have an increased drinking problem.
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Well why not celebrate my new fringe – after all, excessive alcohol consumption only accounts for the second highest proportion of injury for young women (after intimate partner violence – so yes – please let’s celebrate lawn mowing & growing beards too!)….massive fail!
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Chill out everyone. It’s ridiculous to think that BWS isn’t going to advertising to try and sell more alcohol to Australian’s who drink responsibly.
This doesn’t excuse the fact that this is terrible advertising. Safe and boring. I can’t imagine for one second that it’s going to encourage anyone to shop at BWS over another booze shop.
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Ethical whingeing aside, this is just wrong. Did planners even work on this? For more than 5 minutes? It is so lacking in any kind of insight. But then the ECD’s comments pretty much admit that. What a bloody yawn. Coulda been so much more.
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Surprised this made it past CAD.
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And we wonder why we have a booze problem in this country. so much for having a couple of alcohol-free days a week. i achieve something everyday – doesn’t mean i should reward myself with a drink.
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It is a sad indictment on our society when we spend exorbitant funds on pedalling substances that wreak such havoc on people’s health (i.e cancers, FASD, liver issues, brain function etc) and on society (harms through violence, road trauma, relationship breakdown etc). Whilst respecting people’s personal lifestyle choices, let’s take a stand and start investing funds in health and wellbeing promotion activities.
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Given that the Alcohol Beverages Advertising Code states ( which are devised by advertisers themselves) states that an advertisement must not/”encourage drinking or excessive drinking”. This ad begs the question does it encourage drinking for anything and everything? For ads that someone feels breaches the code- complaints can be made to Advertising Standards Board – adstandards.com.au .
Making a complaint is an important way we can protect our community (especially our young people) from unhealthy influences regarding what is promoted as “normal” drinking behaviour.
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We have an enormous problem with the consumption of alcohol already, we don’t need more excuses thrust on us to drink more. It certainly breaks the ABA code as it does encourage drinking! Our children grow up thinking you need alcohol for every occasion!
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Like Australia’s need MORE reasons to drink?
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Celebrate everything banal with a drink?
I’m a little worried by people that are so excitable that they need an excuse to celebrate just about every moment in life……
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I cannot believe that you are encouraging a nation which already drinks far too much and for really trivial reasons to drink even more! You are shameless!! Young people in particular should be taught how to say “no” firmly and with conviction, so that those who wish to persuade them into alcohol, give up.
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It is disgraceful that BWS is so irresponsible in promoting drinking for any little reason. Alcohol consumption causes a huge amount of harm in our community and ads like this that are aimed at encouraging and normalising drinking in this way do violate the ABA code and encourage young people to drink.
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I can’t distinguish between drinking in a responsible manner (as most adults do) and alcoholism, therefore I am outraged by this advert AS DENOTED BY THESE CAPITAL LETTERS.
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I have to say I am an occasional drinker n I like this add it does not make me want to drink to excess, nor does it encourage me to go out n buy alcohol I also don’t think that it will encourage anyone else to. When I listen to this add it actually just makes me realize I should enjoy and appreciate every day. I acknowledge we do have alcohol related problems in this country but we also have major problems on our roads with motor vehicle accidents will we stop car companies from advertising?? NO I think not.
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