Independent Brands Australia (IBA) has revealed the latest campaign for The Bottle-O banner, centred on celebrating the brand’s status as a local independent bottle shop.

The first of many new campaigns for this year, the latest TVC follows the journey of a shopper called Slatts, as he turns heads in the community on his walk to The Bottle-O while wearing his favourite BBQ apron.

Aimed to be fun, endearing and simple, the new ad pays tribute to Aussie consumers doing everyday things. This is what IBA will be building on in following campaigns for The Bottle-O, as new characters are introduced throughout the year that embody the good value people and fun flavours of the retail banner.

 Josh Gaudry, GM Marketing at Australian Liquor Marketers (ALM), said the campaign series is about celebrating the things we all know and love in our local communities.

“Launching this campaign is one of great pride. At its core, the DNA of The Bottle-O brand is grounded in uncomplicated fun – even our name is uncomplicated and deeply entrenched in the colloquial language of us all. Its endearing charm is one that resonates with all Australians,” Gaudry said.

“We all know good value people in our lives, this campaign showcases all those legends out there we call ‘good value’ in a simple fun campaign we think really personifies our brand.”

The campaign with Slatts and his apron will run until mid-June, to be followed by more iterations that embrace the Aussie love of footy, great dads, and family time at Christmas, and then finally rounded out with the Easter occasion.

Each of these campaigns will keep the ‘no-fuss’ shoppers of The Bottle-O front of mind. As IBA described, these shoppers want good value and good value people serving them their favourite products in-store. The Bottle-O wants its shoppers to be raving fans about their experiences.

While The Bottle-O is focused on keeping a local and community essence at its core, being part of the IBA network allows the brand to roll out this sentiment on a wider scale, for the benefit of each independent store in each community. The TVCs will air across both metro and regional Australia, as well as on social channels on YouTube, and be supported by distinctive assets across retail activity, in-store theatre and catalogue. There will even be the opportunity for consumers to embrace their inner Slatts and own one of his distinctive aprons.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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