Sydney, Australia – In celebration of the little moments which make an Aussie summer iconic, the Australian retail chain of liquor stores, BWS, has launched a new brand campaign to encourage consumers to have some fun this season.
The campaign, which was created in collaboration with marketing agency M&C Saatchi Sydney, highlights why BWS, a 1,400 store network, is the most convenient way to get drinks this Summer.
Called ‘Big Wonderful Summer’, which plays with the BWS initials, the campaign is made up of a series of fun, alternative acronyms for BWS, such as Boldly Worn Smugglers, BBQ Without Salad, and Badass with Sandals, as well as Badly Wrapped Stuff, and Beats Wrapping Socks, to further emphasize why BWS and summer go together.
Vanessa Rowed, the head of marketing at BWS, said, “This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park, or backyard with a cold drink in their hand. It’s these iconic summer moments that make for a relatable and fun campaign.”
Brendan Donnelly, M&C Saatchi Sydney’s creative director, shared that this campaign aims to make BWS a part of any occasion this summer.
“We’re looking forward to opening it up for UGC to put their own spin on a BWS summer,” said Donnelly.
On the other hand, dentsu’s media agency Carat has been tasked with media strategy, planning, and buying for BWS’ ‘Big Wonderful Summer’ campaign, bringing it to life across social, online video, OOH, and in-store.
The campaign will be running for two months.
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