(You may also be interested in Diageo's $20M investment in the RTD category).
The new commercial, which promotes Bundaberg's new dry ginger ale and natural lime premix beverage, has been created by Diageo Australia and its agency Leo Burnett Sydney, and is being supported with a through the line campaign. The mid-strength Lazy Bear conceived its name from the growing trend towards more casual daytime drinking occasions and offers consumers a refreshingly lower calorie and lower alcohol (3.5%ABV) RTD option for this summer.
Jodi McLeod, Marketing Manager, Bundaberg Rum said, "Bundaberg Rum Lazy Bear is our biggest premix launch in years. We have already seen an amazing response to the product from retailers as the weather starts to warm up and shoppers look for the perfect drink to accompany those summer picnics and BBQs.
"We're excited to be launching a campaign that brings to life lazy time with our signature humour and reintroduces Bundy R Bear to surprise and delight everyone who's been missing him from our screens."
The TVC was shot in Thala Beach, North Queensland and takes a humorous approach, showing five friends idly swinging in hammocks as they try to reach for a Lazy Bear from an esky in a nearby tree. Bundy Bear can be seen in the background of the commercial acting out a number of moves, from tai chi to folding up a beach tent.
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