The Campaign

We decided to honour our fellow Aussie legends, by raising a can to them. We called it ‘Cheers to a legend’

Creative Execution

11 legends were chosen & their face was emblazoned on a can. Or rather, two cans. Aussies were asked to cheers those cans to complete a face. Scan it using Bundaberg’s image-recognition app & you’re instantly delivered the tale of that legend’s life. But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends, such as Magda Cash, a Wimbledon-winning comedienne, Banjo Bradbury, a speed-skating bush poet or Phar Kelly, a bank-robbing racehorse. In total there were 121 possible legends, each with their own unique story.

In the summer lead-up to Australia Day, the campaign was promoted through outdoor, TV, PR, social, digital, native content as well as by the legends themselves. The campaign saw Bundy & Cola reclaim its rightful place as a cultural icon. It created 171m media impressions and a 10% sales lift, placing Australia’s oldest premixed drink firmly in the top 3 in sales. The production run extended to a total of 24.6 million cans – a run that will soon be completely sold out. And the campaign allowed every Aussie to add their own strange chapter to our national folklore. Cheers to that.

By placing our brand shoulder to shoulder with these Aussie greats, we sought to reassert our legendary status. But by allowing consumers to mash legends together, we would introduce our cheeky, irreverent brand to a new, younger audience.