You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
X
2017 FINALIST FINANCE
AUSTRALIA
Bunderberg Rum Lazy Bear: Empirical proof that it pays to be lazy.
RAN IN: Australia
CLIENT
Diageo
Adam Ballesty, Marketing and Innovation Director
Drewe Letchford, Head of Strategy and Innovation
Joe Spence, Innovation Futurist
Jodi McLeod, Marketing Manager
Karl Roche, Senior Brand Manager
Anita Mamo, Assistant Brand Manager
Clara Lee, Senior Insights Manager
This year, we made Bundaberg Lazy Bear the best innovation in the Dark Spirits category for the past 3 years.
We did this not by imposing ourselves onto people’s lives, but by understanding where we fit into them.
Our approach helped us prove that there is indeed ‘greatness in lazy time’, and propelled Lazy Bear to the top of the proverbial and literal esky, exceeding sales targets and single-handedly driving the entire category’s growth throughout the period.
And all against a backdrop of the lowest per-capita alcohol consumption in 55 years.
