THE
CHALLENGE
Bundaberg has been creating craft brewed premium soft-drinks from natural ingredients since the 1960s.
Although the Australian brand is the market leader in its home country, its hero product – Ginger Beer – has been almost unknown in Europe due to the crowded market space.
CHALLENGE
Bundaberg has been creating craft brewed premium soft-drinks from natural ingredients since the 1960s. Although the Australian brand is the market leader in its home country, its hero product – Ginger Beer – has been almost unknown in Europe due to the crowded market space.
SOLUTION
The competition position ginger beer as a spirit mixer. In order to break through the clutter, we needed to be different. Instead of being another filler, we wanted to be a stand-alone soda. We wanted to tell the story of our love to nature instead of mixology. We wanted to appeal to explorers instead of bartenders.
THE
SOLUTION
The competition position ginger beer as a spirit mixer. In order to break through the clutter, we needed to be different. Instead of being another filler, we wanted to be a stand-alone soda. We wanted to tell the story of our love to nature instead of mixology. We wanted to appeal to explorers instead of bartenders.
THE
RESULTS
11K
AD RECALL
LIFT
52%
ENGAGEMENT
RATE.
13%
SALES GROWTH IN
GERMANY (2018-2019)
34%
CHANNEL GROWTH.
EVERY MONTH.
The strategy has been so successfull, that it has been rolled out to each of the brands markets.
RESULTS & DATA
11K
lift
13%
sales growth
2018-2019 in
Germany
52%
engagement
rate
34%
channel growth
every month
The strategy has been so successfull, that it has been rolled out to each of the brands markets.