BCG helps a Kiwi favourite get its groove back
Blackwood Communications Group (BCG) has just completed one of the biggest Lion Nathan projects this year – a complete overhaul of the Coruba rum brand that takes the spirit back to its much loved kiwi roots.
“Lion Nathan asked us to take a fresh look at Coruba across all touchpoints,” says BCG Executive Creative Director James Blackwood. “The project’s been 12 months in the making, and ultimately there’s nothing we’ve overlooked in order to get the Coruba brand back where it belongs.”
The re-fit, which launches a new brand positioning “The Rum from the Sun”, encompasses everything from packaging and point of sale through to promotional campaigns and a new 60-second television commercial.
VIEW THE SPOT HERE:
“This campaign’s been a really good example of an agency evaluating andunderstanding the market and then applying those learnings across everybrand touchpoint.” says Susan Cassidy, Lion Nathan Marketing Manager.”With that in mind, I’m really excited about this campaign and I thinkretailers will be too.”
Coruba has been New Zealand’s favourite rum since 1967. But in theyears since Coruba last had a major makeover, drinkers have becomespoilt for choice and other spirits have been gaining ground. This newbrand positioning has been designed to really reconnect with the thingsNew Zealanders know and love about Coruba.
“The television spot in particular is still true to the sun-soakedessence of the Coruba Brand,” Cassidy says. “What’s new is the context- we’ve given it a contemporary look and feel, including an inspiringnew music track that reflects modern kiwi tastes.”
The commercial was shot on a specially constructed set at Auckland’sMuriwai Beach by Josh Frizell of Curious Films, one of New Zealand’smost in-demand directors. The TVC features people descending on atypical kiwi beach from far and wide to catch the Green Flash – one ofnature’s lesser-known phenomena, glimpsed when the sun sets inabsolutely perfect conditions. That’s the signal to celebrate – it’sCoruba time!
Peter Hottmann, Global Consumer Marketing Manager at J. Wray &Nephew Limited, the company behind Coruba worldwide, was a vocaladvocate of the finished product. “It’s great getting the right type ofagency and the right director. Everyone involved has been a great fit[for the brand],” Hottmann says.
Underpinned by significant year-long media spend as well as majortrade, in-store and bar promotions, the campaign heralds the start ofan exciting new chapter for the brand – potentially making an oldfavourite this country’s new favourite.
44 Comments
what a joke No digital just a lame tag line that has no meaning and a TVC, well done BCG.
i like the music, and the green flash element, I spent heaps of time at piha looking for the flash.
glad they like it
actually makes me want to drink coruba
STOLEN RUM
knob. there’s no digital ‘cos you can’t drink a click
Captain Haddock would approve.
What’s the song that plays on the ad? It’s cool.
5.03, WHAT!! and you can a picture??
Would think the latest Corona promotion is far more rewarding for consumers than another sun filled party brand…
Awesome add, love the music, what is it and where can i get it???
@rose heard they asked shapeshifter for electric dreams but couldn’t get it, so they composed a ‘similar’ rip off. cool spot tho. agreed, rums on,
Why would you PR this?
can someone post a link to the ad?
Where’s a link to the spot?
What an amazing advert – it’s like a religious experience and the best ‘coming up’ you’ve ever had. I actually dance when it comes on – taking the piss yes but it does really grab you. LOVE IT.
We did the music and mix here @ Liquid, with Vince Harder (this may not be his real name) doing the vocals. There is talk about about doing a full length release, so you never know it may out to buy at some point.
Doesn’t seem to break any new ground – still trading off the beach and palm trees. Not sure this has longevity considering people are getting more and more sophisticated with rum.
I love that d&b song. It’s been a while since I’ve cranked the volume up to eleven.
BIG
YAWN.
1:45 – Praise the Lord they didn’t attempt digital. Have you seen the BCG website?
5:18 – Careful mate, they were a top 10 agency… in 2008! So much fail for such a small agency. LULZ
MAJOR FAIL!
Captain Haddock would approve, and so would Robert Oppenheimer.
Song is mad az…made in house by who?..i’d buy it if it came out
sorry what was this and ad for ? bundaberg rum circa 1989? “Flaps Down” god forbid – over worked concept
Hey ? Dose anyone know what that song is ? Its fucken epic
I was sure that was Shapeshifter that did the music for this ad! Was trying to find out what it was. It’s quite obvious they were going for that type of sound. It’s very ‘Electric Dream’ like….kind of a rip off if you ask me.
most of you are film wankers so far up your own arses you don’t realise shit like this actually appeals to the mainstream
I really really want the track!!!! Big Ups For A Great Ad And A Great Tune – Makes You THink Summers Here All Year Round!! Big Upsss
and fuck all you haters!!!!
Some of you guys are real clowns. It’s a good ad. Realise that. I’m with @Meg – makes we want to dance and drink Coruba. Good vibe and a terrific music track. Shapeshifter really missed a trick getting involved in this one.
what’s the name of the song. and i love this add so chilled and so kiwi.
I REALLY WANT THAT SONG GUYS plus its a wicked ad
Song is fab.
Great Ad, Song’s unreal – bring on the full length release!
P digz is gonna be pissed when he realizes someone is ripping off his sounds
I didn’t realise that BCG did packaging???????
Release the song!
It’s a rip off between Shapeshifter-Electric Dream and Ben Harpur-Shimmer and Shine
It actually does’nt sound anything like electric dream. simalarities in the make of beat maybe, but TOTALLY different sound. and what is everyone’s problem anyways.cant anyone be happy for anyone these days. especially as new zealand.WHAT THE FUCK HAS HAPPENED TO THIS COUNTRY.money,greed,jealousy.jeez no one can win.allegedly.if you are an appreciator of great kiwiana music such as shapeshifter etc, and have nothing but negative to say, i suggest you piss off, and find a new genre.because when i was born (’87), no one gave a shit about the typical “materialistics” of this ‘new age’ and shapeshifter is definatley NOT negative.smoke a joint and have a rum in the sun and kickback for once, forgetting about the rat race.HUGE REPS to ALL people behind this advert i think its FUCKING fantastic.and the green flash & music combination, EPIC.peace ya’ll and cheer up!!!!
It does not sound like ‘Electric Dream’ at all the beat, bass, synth are completely different. That’s like saying all Shapeshifter’s songs sound the same. Also it is not a rip off of Ben Harper’s and Relentless 7’s ‘Shimmer and Shine’ song, just because it has the same line in it.
Awful song with horrible sounding vocals. The days of drum n base, so called “roots”, dub music have passed. Typical of ad agencies only to jump onboard four years after the fact. Must be in their 30s and 40s, trying to get hop with the kids. I hate the music and desperate attempt at creating a community feel in this (read: mindless mob) that I will avoid Coruba from now on. But I’m sure ad agencies wil lblow smoke up the proverbials of the company execs.
When you read the back label of Caruba rum, at the bottom, left it says
How the hell can that be 100% Jamaican rum. It was purchased in Australia. 37.2 %ALK/VOL