Diageo remains true to TV strategy with launch of Bundaberg Rum advert

Leo Burnett has created a new TV ad for Bundaberg Rum as alcoholic beverage giant Diageo continues its strategy to step up its focus on high profile television campaigns.

The 60-second slot, featuring a rag-tag group of would-be sailors building a ship and singing “Men Like us like Bundaberg Rum” before the ship sinks, is designed to “make Australia fall back in love with the brand,” Diageo marketing and innovation director Adam Ballesty told Mumbrella last month.

Ballesty said TV would begin to form a greater part of its marketing mix after admitting the channel has been lacking from its media strategy in recent years.

“I think one of the misses of our media strategies over the last few years is that you have not seen a lot of our brands on TV. We have walked away from it but TV is still one of the more powerful screens,” he said.

A Smirnoff campaign also launched recently.

In addition to handling Diageo’s creative work, Leo Burnett also now looks after its media buying in a move Ballesty said would create a more effective structure. He said he was “sick and tired” of having his strategy interpreted differently by a variety of agencies.

“What I was sick and tired of was paying for strategy and not seeing my hard-to-get dollars being used to create love and fun for our brands and with our consumers and customers,” Ballesty said.


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