Bundaberg Brewed Drinks + Cricket BBL 2020/21

Together, the Summer of Cricket and Bundaberg Brewed Drinks not only owned the Aussie Summer, but took it over.

Inspired

Become Australia’s #1 non-alcoholic beverage.

  1. Own Australia and the Australian Spirit
  2. Own the occasion of Summer
  3. Celebrate an iconic Australian story and brand steeped in tradition across multiple generations.

Delivered

Seven demonstrated how a true home-grown legend helps Aussies reconnect this summer. Seven and BBD are the perfect Summer companions.

Summer of Cricket: Immerse Bundaberg Brewed Drinks within Australia’s national sport and maximising reach, visibility and distinctiveness all season long.

  • In the presence of other Aussie legends, BBD stood front and centre. The Bundaberg Barrel was incorporated to drive bold unmissable exposure of BBD as Aussie legends chatted all things Cricket.
  • Helping to recognise BBL legends, the Bundaberg Best and Fairest contextually relevant creative drove commentator and audience engagement.
  • Aligning to legendary live moments, the Bundaberg Squeeze back brought BBD within live-in match moments.

Bundaberg Ginger beer wanted to own Australia’s Summer last year. With the team from Seven and the Summer of cricket – we didn’t just own it, we took over it

Penny Glasson, Bundaberg Brewed Drinks Chief Marketing Officer

Measured

  • Goal 1: grow quicker than category
    • Bundaberg Brewed Drinks grew 3x faster than the category. Up +18% YOY
  • Goal 2: build brand awareness
    • +11% top of mind brand awareness growth uplift
  • Goal 3: grow purchase consideration
    • +26% purchase consideration uplift, now at 85%
  • Goal 4: shift ‘Australian’ brand attributes
    • Now rated #1 ‘Australian’ soft drink in the category
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