NRL and Bundaberg Rum team up for responsible drinking campaign during finals series

The NRL and Bundaberg Rum have partnered for a responsible drinking campaign that will run throughout the NRL finals series.

The campaign film shows the North Queensland Cowboys’ – which is sponsored by Bundaberg Rum – water boy and trainer, Ash Graham, running astray during a match to bring a table of patrons at a pub a tray of waters.

The campaign intends to encourage NRL fans who choose to drink, to do so responsibly and ‘Stay in the game’, by taking a water break between drinks.

The campaign is set to launch tonight during the first NRL final between the Sydney Roosters and South Sydney Rabbitohs.

Bundaberg Rum marketing manager, Karl Roche, said in a statement: “It’s our obligation as a brand to do everything we can to encourage people who choose to drink Bundaberg Rum or any other alcoholic beverage to do so responsibly and enjoy it in moderation.

“This is the first campaign that we’ve launched that is solely focused on promoting a responsible drinking message and I’m proud that we’re launching it in partnership with the NRL. We have a longstanding relationship with Australia’s favourite game, and this is an idea we’ve wanted to bring to life for some time now.

“With the finals series shaping up to be red hot and action-packed, you’re going to want to stay in the game. For our fans who do choose to have a drink while watching the game, the best thing you can do is make sure you take regular water breaks.”

NRL head of marketing, Peter Jarmain, said: “Bundaberg Rum is a valued partner of the NRL and it’s been a pleasure to work with them on a campaign that encourages fans to enjoy the finals series in a safe and responsible manner.

“Regardless of whether you are enjoying a drink or not, it’s anyone’s game during the finals series and we hope everyone enjoys the next few weeks of footy.”

The campaign film has also been edited down into 30 and 15-second spots.


Peter Jarmain: Head of Marketing
Kate Chapman: Senior Marketing Manager – Brand and Communication

Bundaberg Rum
Karl Roche: Marketing Manager
Stephanie Loxley: Assistant Brand Manager
Melanie Bogisch: Corporate Social Responsibility Manager

Red Engine SCC
Creative Director: Duncan Shields
Senior Writer: Jovana Gladanac
Senior Creative: Rob Peters
Design Director: Baptiste David
Account Director: Andrew Killey
Account Director: Lucy Chappell

Engine Room Productions
Production Director: Tristan Drummond
Senior Producer: Tim Martin
Director: Dylan Harrison
DOP: Tim Tregoning ACS
Editor: Tim Chivers
Editor: Tristan Beacroft
Sound Design & Composition: Matt Sladen


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