Brookvale Union’s new dark RTDs are made by yours mates, not your ancestors in newly launched campaign via Bounce Creative
CB Exclusive – Riding a wave of growth, Brookvale Union has decided it’s time to go to the dark side. Partnering with Sydney creative agency Bounce, the brand’s long-term digital sidekicks, the new range of dark spirit RTDs; Bourbon & Cola, Whisky & Dry, and Rum & Cola have just landed in fridges across the country.
Says Jacob Lumsdaine, associate creative director at Bounce: “When you grab a Brookvale Union tinnie, it won’t talk for you. No stigma, no baggage, no history. Our licence to come up with some tales of our own.”
While the liquid inside might pass the taste tests from category veterans on the hills of Bathurst, in dive bars, and campsites, the launch campaign throws the dark spirits rulebook out the window. Instead, the brand holds up a funhouse mirror to the category by giving each of their new flavours an origin story that’s more likely to have been told around a kitchen bench at 2am, than by your grandfather’s forefathers (probably).
Says Maxwell Farrow, global vice president of refreshment at Brookvale Union: “Brookvale Union has cemented its place in the RTD category by reinventing classic flavours such as alcoholic Ginger Beer and Vodka Lemon Lime & Bitters. So, when the question of “Where to next?” was asked, injecting some Quality Nonsense into the world of Bourbon, Rum & Whisky seemed like the natural progression for the brand. What we developed was some tinnies that tick the boxes for tastebuds, don’t rely on centuries of heritage, and really speak to your inner-weirdo. All they needed was a series of absurdly astonishing origin stories, and well, the rest is (not 100% accurate) history…”
Find the campaign live across all channels, and the Brookvale Union Dark Spirits range in the fridge at your nearest bottle shop.
Client: Brookvale Union
CEO: Todd Atkinson
Head of Marketing: Amy Slade
Senior Brand Manager: Lucy Pratt
Brand Manager: Maxwell Farrow
Creative Agency: Bounce Creative
Executive Creative Director: Joel Chapman
Associate Creative Director: Jacob Lumsdaine
General Manager: Dani Collins
Account Manager: Georgina Butterworth
Copywriter: Chris De Santis
3 Comments
I have no idea what’s going on, but maybe that’s the point.
On a side note, why does the VO sound like it was recorded over zoom?
looks likje it was made by your mates. Get a strategist maybe…
These are just gibberish.
Really, really poor work for a company that should know better but somehow never does