Bundy takes on beer, brings back the bear

26 September 2016

Advertiser: Diageo
Creative Agency: Leo Burnett Sydney

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As part of a $10 million bid to take on beer and make premix drinks “sexy again”, Diageo is bringing back the iconic Bundy bear.

The Bundaberg bear is making a return this summer in Diageo's campaign for its new premix product, Lazy Bear, after being absent from its advertising for nearly a decade. 

The TV commercial, shot in North Queensland, features five mates enjoying a lazy afternoon by the beach in hammocks. They begin to swing like a Newton's cradle to cleverly grab a bottle of Lazy Bear from an esky perched in a tree.

The campaign aims to link Lazy Bear with summer afternoons and introduce Bundaberg Rum into a drinking occasion not normally associated with the spirit. The product is designed to “take on beer”, echoing the move of whisky brand Canadian Club's 'Over Beer?' ads, which launched in 2008.

With the product name giving a nod to the brand's most famous iconic, viewers are encouraged to keep an eye out for guest appearances from the Bundy R Bear. He makes a cameo appearance across seven different versions of the spot, all created by Leo Burnett.

Diageo marketing and innovation director Adam Ballesty says the bear's subtle, but comedic, appearances in the ads are "like an Easter Egg" for Bundy lovers. 'When are you bringing back the bear?' is one of the questions he is most often asked, he joked.

Ballesty told AdNews at the launch of the products, the innovations are all insight driven. Diageo head of strategy and innovation Drewe Letchford added research that revealed men are spending less nights out in night clubs, with the majority of alcohol consumed in more casual occasions, such as picnics and BBQs, is behind Lazy Bear.

“Aussie male socialising is evolving. The tempo has changed and it has moved to a more moderate space… As consumers evolve Bundaberg needs to evolve too,” he said.

Lazy Bear is being positioned as a mid-strength, day time drink with 120 calories, aiming to appeal to men who are increasingly concerned with consumption habits and health. It is part of a wider $20 milliion marketing push from Diageo to tap into the ready-to-drink category with four healthier, lower alcohol products.

The campaign, which also runs across cinema, outdoor, digital and social, launched on 23 September to coincide with the NRL preliminary finals.


Client – Diageo
Marketing and Innovation Director: Adam Ballesty
Head of Strategy and Innovation: Drewe Letchford
Innovation Futurist: Joe Spence
Marketing Manager: Jodi McLeod
Senior Brand Manager: Karl Roche
Assistant Brand Manager: Anita Mamo
Agency – Leo Burnett Sydney
Chief Executive Officer: Pete Bosilkovski
Executive Creative Director: Grant McAloon & Vince Lagana
Senior Art Director: Nils Eberhardt & Ben Alden
Senior Copywriter: Dave Govier & Michael Dawson
Executive Broadcast Producer: Tim Pietranski
Integrated Producer: Cassie Collin
Head of Print: Adrian Jung
Strategy Director: Ross Cameron
Group Business Director: James Walker-Smith
Business Director: Neil Duncan
Business Manager: Aaron Wall
PR Director: Liz Hunt
Head of Connect: Emma Montgomery & Karla Pritchard
Communications Strategy Director: Linda Fagerlund (nee Tran)
Media Director: Stuart Capel
Media Agency: MediaVest
Production - Revolver
Director: Steve Rogers
EP/Producer: Pip Smart
EP: Michael Ritchie
DOP:  Geoffrey Simpson
Editor:  Bernard Garry (The Editors)
Grade:  Ben Eagleton (BE Colour)
Post Production/VFX: FIN design
Post Supervisor:  Justin Bromley
Music: Song Zu

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