September saw the launch of a new NRL responsible campaign from partner Bundaberg Rum called ‘The Waterboy’
The campaign runs through the NRL Finals series and it was led by a hero commercial which debuted during the 13 September opening match between the Sydney Roosters and the South Sydney Rabbitohs.
This is the alcohol brand’s first campaign which focuses solely focused on promoting responsible drinking and it leverages the company’s long standing official partnership with the NRL.
Created with agency Red Engine SCC, ‘The Waterboy’, which is fronted by players from the Bundaberg Rum sponsored North Queensland Cowboys alongside a real trainer and waterboy called Ash Graham, sets out to encourage supporters to drink alcohol to drink responsibly and advises them to ‘stay in the game’ by taking regular water breaks between drinks.
The commercial starts with a live NRL match between the Cowboys and the Brisbane Broncos, but the game is interrupted when Cowboys trainer and game day waterboy Graham jogs onto the pitch.
But instead of give the players water, he runs straight past them, out of the stadium, through the countryside and then stops in at a local pub where he intercepts a table of patrons encouraging them to ‘stay in the game’ by taking a water break between drinks.
“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,” said Bundaberg Rum Marketing Manager Karl Roche.
“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.”
Peter Jarmain, head of marketing at the NRL, added: “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 was created for the NRL’s Head Of Marketing Peter Jarmain and Senior Marketing Manager (Brand and Communication) Kate Chapman and Bundaberg Rum Marketing Manager Karl Roche, Assistant Brand Manager Stephanie Loxley and CSR Manager Melanie Bogisch, by a team from agency Red Engine SCC which included Creative Director Duncan Shields, Senior Writers Jovana Gladanac and Jen Barnett, Senior Creatives Paul Benell and Rob Peters, Design Director Baptiste David, Account Directors Andrew Killey and Lucy Chappell.
The production company was Engine Room Productions with Production Director Tristan Drummond, Senior Producer Tim Martin, Director Dylan Harrison, DOP Tim Tregoning ACS, plus Editors Tim Chivers and Tristan Beacroft with sound design and composition by Matt Sladen.
Comment:
This campaign rolled out in the same week that the latest ABS data showing that overall Australian alcohol consumption continues to be at 50-year lows – which seems like a positive trend that demonstrates a more responsible local drinking culture. One which this initiative continues to support.
Bundaberg Rum has a strong activation heritage with the NFL and previous notable campaigns include its ‘The Game That’s Unmistakably Ours’ initiative with Fox Sports for the 2017 season start of Super Saturday (see case study).
Links:
Bundaberg Rum
https://www.bundabergrum.com.au/
https://www.youtube.com/user/bundabergrumtv
https://twitter.com/bundabergrum
https://www.instagram.com/bundabergrum/
https://www.facebook.com/BundabergRum
https://www.instagram.com/nrl/
https://www.youtube.com/user/NRL
Red Engine SCC
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