Liquorland says ‘Cheers’ in biggest-ever brand campaign

Coles Liquor Group’s Liquorland has launched its biggest-ever brand campaign, championing the everyday moments and saying ‘Cheers’, in partnership with creative agency Bashful.

The new campaign features the feel-good track ‘Young Folks’, helping to bring to life the brand’s vision of being local and accessible.

Whether it’s cooking a meal with mum, celebrating a birthday with some BYO or having a date night at home, Liquorland hopes to ‘bring the drinks’ and savour these moments.

Sarah Wilson, Coles Liquor’s head of brand and content, said she was excited to bring the campaign to life as Aussies head into warmer weather.

“We are proud to launch Liquorland’s biggest ever campaign, celebrating the everyday moments that make life great, from getting your mates around to watch the footy or enjoying a bottle of BYO with friends,” she said.

“Our vision is to be a locally relevant drinks specialist, that’s accessible and simple, and we’ve brought that to life in this fun, light-hearted campaign.”

Bashful’s group strategy partner, Guy Marshall, said the aim of the campaign was to instil a sense of trust in customers to know they can always rely on the brand.

“We wanted to develop a simple brand platform that is true to the brand and can stay with Liquorland for the coming years. The outcome is essentially Australian, relatable, and sociable – everything we want Liquorland to be.

“We have focused on bringing to life little, special-ish moments that are simultaneously aspirational and everyday. We are proud of the work and excited to see it launch,” he said.

The campaign will run for 12 months and will become Liquorland’s ongoing brand platform, rolling out across OOH, social, radio and BVOD.


Client: Liquorland
Creative agency: Bashful
Media agency: Smith Street
Director: Jack Naylor
Production: Collider
Post production (offline): Arc Edit
Post production (grade & online): Matt Fezz
Sound: Sonar
Photography: Ben Sullivan


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