In the lead up to the busy Christmas trading period Liquor Barons has launched the largest integrated media campaign in the Western Australian Group’s history.

The campaign, which will run until January 2020, is designed to capture the holiday spirit in WA and promote Liquor Barons’ 78 stores as the place to purchase drinks this season.

The commercials will feature well-known Liquor Barons characters, the General and Baroness, and will run in prime-time slots on Channels Seven, Nine and 10, plus multiple digital and social channels.

Chris O’Brien, the General Manager of Liquor Barons, said that the commercial’s Creative Director, Andrew Tinning, was briefed to have the Liquor Barons characters at the heart of the creative strategy as they represent the group’s unique and independent spirit.

“For our brand we wanted to challenge convention and not just take on the traditional retail battle of product and price. We have taken the approach of focussing on our unique attributes of being a very local independent retailer, coupled with a brand personality that allows us to apply creativity to every aspect of the business – from operations to marketing.

“The brief to Andrew was to maintain the Barons’ characters as they have been hugely successful for us. They give our brand a unique face and personality in a competitive space which is cluttered and has little individuality.

“In this Happy Holi-WA’s iteration we wanted to maximise our West Australian lifestyle and our unique idiosyncrasies with an execution which would stick in our customers minds long after the campaign finished. Through the inclusion of ‘jetty jaunts to Busso’ and ‘Chardy’s down in Margy’s’, we have been able to effectively portray the distinct personality of the Liquor Baron’s, celebrating our individuality and pride of being local, whilst still delivering messages around range, tailored offering and value for money,” said O’Brien.

The full TVC can be viewed here.


Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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