Independent creative agency Bashful has been reappointed Liquorland’s lead creative agency, following a competitive multi-agency pitch.
The win sees Bashful continue to partner with Coles Liquor Group as the retailer undertakes brand transformation.
“As our incumbent agency, Bashful demonstrated a deep understanding of our customers and our ambition for Liquorland,” said Coles Liquor Group general manager customer loyalty, Mia Horner.
“Their ability to connect creativity with culture and retail performance made them the perfect partner for this next chapter. They are thinking long-term about our business and brand.”
Coles Liquor Group has announced the consolidation of its three retail banners, Liquorland, First Choice Liquor Market, and Vintage Cellars, under a single, unified Liquorland brand.
The partnership will see Bashful continue to lead Liquorland’s brand platform, integrated campaigns, and in-store experience, from communications and content to digital.
“Liquorland is an Australian icon at a turning point. We’ve had three great years working on the brand and are thrilled to help define what’s next,” said Bashful CEO and co-founder, Simon Bookallil.
“With deep experience in retail, Bashful sits at the intersection of culture, aesthetics, and commerce. We help brands feel more culturally resonant to drive commercial outcomes.”
Bashful’s client roster includes Australian Fashion Week (AFC), CabraVale Club Resort, Chargrill Charlies, Holland America Line, July, White Glo, Witchery, Zimmermann and more.
“I love Liquorland. There are now over 900 stores across Australia,” said Bashful strategy partner Guy Marshall.
“This is a major Australian retailer that serves Aussies from all walks of life every single day.
“Liquorland wants to connect with its customers in an emotionally meaningful way to become part of the fabric of Australian life. We see so much opportunity to do so.”
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