Bundaberg launches interactive cans
By Andy Young
Bundaberg Rum is gearing up for the footy finals with the launch of a new RTD can, which utilises image recognition software.
The new cans tie in with the Bundaberg Legends mobile phone app, to create an interactive experience for consumers.
Featuring images of rugby league and Aussie Rules footy stars Wally Lewis and Robert ‘Dipper’ DiPierdomenico, when two cans are "cheers-ed" together that picture can be scanned by the app. That then launches a video which tells a tale of the legends, with a new video being uploaded each week.
Marketing and innovation director at Diageo Australia, Adam Ballesty, said: "The Bundaberg Rum brand has been through a highly successful brand repositioning phase over the last few years thanks to a series of targeted and consumer-led campaigns. Part of this is recognising where we can offer consumers more from our products to drive engagement.
"We recognise how important the digital and social landscapes are for engaging with customers on a level that was previously impossible. As such, we’ve invested heavily in a campaign that utilises both platforms to deliver engaging content that drives consumer loyalty and footfall for retailers.
"The campaign will be supported by a significant multi-platform promotional spend including point of sale materials, social media, TV and much more that will ensure that the campaign is front of mind for consumers across the country. We have great activity planned around ‘Cheers to a Legend’ over the coming months that will ensure when consumers raise a can they’ll be thinking which legend to salute."
Ballesty also hinted that there will be more to come from the brand, he added: "The Bundaberg Legends app is just one of the many developments that we have planned that will drive consumer engagement and calls one fans to celebrate some of footy’s most memorable moments with storytelling that perfectly encapsulates the humorous tone that Bundy is famed for."
The new Bundaberg UP Rum & Cola cans are available now and have a recommended retail price of $24.99 for a six-pack and the Bundaberg Legends app can be downloaded for free from the Google Play or iTunes stores.