By James Atkinson
Six television commercials introducing the tagline 'Better Get To Bottlemart' lead a new national advertising campaign for independent retailer Bottlemart, part of Liquor Marketing Group (LMG).
Launching tonight, the commercials created by
kwp! Creative Director James Rickard said the campaign brings Bottlemart's core values to life.
"The Bottlemart brand is reflective of its people – likeable, fun, credible and knowledgeable with a great sense of humour, but without trying to be too clever," Rickard said.
"These are the attributes that have made the company an integral part of so many customers' social lives for more than 35 years, and they're the attributes that we wanted to celebrate in this new campaign." [continues below]
Click 'play' to watch the new advertisements
kwp!'s media arm, Ikon Adelaide, worked with BDA research to identify key sub-groups within Bottlemart's customer base, each of which shop for slightly different reasons and occasions.
Natalie Morley from Ikon Adelaide said the commercials vary somewhat in tone and subject to appeal to these separate groups.
"Our extensive customer and store profile analysis has determined our media planning, which we’ve optimised through strategic channel selection around moments, occasions and environmental considerations," Morley said.
"The resulting schedule covers national television activity such as Summer cricket and Sky Racing television broadcasts, plus supporting metro and regional radio and print rolling out for the rest of the financial year."
LMG managing director Sean Hogan said the new Bottlemart campaign – which he foreshadowed in September – marks a fundamental step forward for the LMG business.
"We have incorporated a full media mix to reach our target consumers, ensuring this new campaign sets Bottlemart apart as a brand, not just a banner group."