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Channel T’s latest campaign for Australian Liquor Marketers (ALM) has seen the agency develop a new brand campaign for the independent chain of liquor stores The Bottle-O.
The new brand campaign focuses on the larger-than-life store owners in their local communities, with the first spot featuring The Bottle-O owner Jonno on his walk to work.
The campaign debuted during the AFL and NRL grand finals over the weekend, and is a musical production developed by Channel T, ALM, and media agency Starcom.
It features a re-record of ‘Walking On Sunshine’ by Katrina And The Waves, with new lyrics telling the story of Jonno and his relationship with the community.
The campaign’s distinctive assets will be rolled out across key occasion retail activity, in-store, social and digital comms.
Channel T executive creative director Pete Cerny said the goal was to capture the “fun and welcoming experience” you can only get from The Bottle-O and owner Jonno.
“He’s that person from your local community you just can’t help but like – especially when he’s on his way to work rocking to a kick-ass version of “Walking on Sunshine”.
“The Bottle-O is deeply entrenched in the colloquial language of us all. It’s uniquely Australian and has that endearing charm that we all connect to. Launching this campaign is one of great pride,” added ALM’s general manager of marketing, Josh Gaudry.
“It’s simple, fun and definitely showcases what we know to be the role of. The Bottle-O in local communities across the country.”
Zanda Wilson is a reporter at Mumbrella. He was recently the Assistant Editor of entertainment business titles The Music Network & Radio Today. His bylines have also appeared in Rolling Stone Australia, The Brag Magazine, Music Feeds, The Chaser’s ‘The Shot’ and more. Tips: [email protected]
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Advertising campaign, Marketing, The Bottle-O, Australia
World news – US – Channel T features big personality store owners in The Bottle-O campaign