Diageo Australia brings Bulleit American Whiskey’s ‘anti-established’ attitude to life in a brand new campaign via Leo Burnett Australia

Diageo Australia, together with Leo Burnett Australia, has created a new campaign that brings Bulleit Small Batch American Whiskey’s ‘Anti-Established’ attitude to life through powerful cinema, print and digital advertising.

Certain people forge their own path in life. They swim against the current, are free thinking and follow their passion. They’re the renegades, the challengers, and steer clear of the ordinary.

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Bulleit Small Batch American Whiskey shares the same DNA as these people, the ones who carve their own unique path and work hard to follow their dreams. This independent spirit surges through the brand’s veins and is strongly grounded in the whiskey’s American roots and  small batch credentials.

A series of 15, 30, 45, 60 and 90-second commercials reflect the brand’s fiercely independent personality, and will appear in cinema throughout spring. High-impact print advertisements will continue the ‘Anti-Established’ theme conveying three strong messages; ‘Quote Your Critics’, ‘Create Wilderness Out of Empire’ and ‘Dead Fish Swim with the Current’, and from 16 September the campaign will be seeded via digital channels.

From 1 October, the integrated campaign will also include two separate print advertisements for the new authentically crafted Bulleit Batches range, which launched this month. Born from the emerging global culture of pre-batched cocktails in trend-leading small bars, Bulleit Batches is made up of three bar-quality pre-mix offerings with names inspired by Bulleit’s Kentucky heritage; The Rambler, Kentucky Buck and Louisville Lemonade.

Says Matt Bruhn, Diageo Australia marketing director: “The new Bulleit Small Batch American Whiskey campaign embodies the spirit of its founder, Augustus Bulleit who created a new frontier for whiskey when he broke away from tradition and developed a small batch approach which led to better crafted American whiskey. It’s this renegade attitude that lives on through the brand today and is brought to life in the new advertising campaign.”

Client: Diageo Australia