Bundaberg Rum and NRL launch joint responsible drinking campaign

16 September 2019

Advertiser: Diageo

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It encourages fans that choose to drink alcohol to drink responsibly and ‘stay in the game’ by taking regular water breaks between drinks.

Bundaberg Rum, in partnership with the NRL, is launching its first responsible drinking campaign called The Waterboy.

The campaign premiered during the first NRL Finals game between the Sydney Roosters and the South Sydney Rabbitohs.

The Waterboy campaign was created by Red Engine SCC and features players from the Bundaberg Rum sponsored North Queensland Cowboys and their real life trainer Ash Graham.

It encourages fans that choose to drink alcohol to drink responsibly and ‘stay in the game’ by taking regular water breaks between drinks.

The campaign will run alongside the NRL finals series.

“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," Bundaberg Rum marketing manager Karl Roche says.

“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.”

The TVC opens on a live NRL match between the North Queensland Cowboys and the Brisbane Broncos.

Graham, who’s also the team’s waterboy on game day, runs onto the field presumably to give the players a water break but he runs straight past them.

The campaign follows Ash’s journey through the countryside until he reaches a local pub and intercepts a table of patrons encouraging them to ‘stay in the game’ by taking a water break between drinks.

“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," NRL head of marketing Peter Jarmain says.

“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.”

This week the latest ABS data shows that overall Australian alcohol consumption continues to be at 50-year lows, a positive trend that demonstrates a more responsible local drinking culture.


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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