Liquor Barons gets a rebrand from SHEDcsc
WA based independent liquor Co-op Liquor Barons has launched a new brand campaign via local Communications Agency SHEDcsc.
The campaign includes brand and retail TV featuring a new brand positioning of ‘All together better’ and a new design style that will roll-out across all media including online, press, DM and point-of-sale communications.
Unlike the soulless national chains that hang their hats on price and range, the opportunity for Liquor Barons is to create a unique brand position that is more diverse and personal. Rather than a one size fits all approach, each of the 46+ Liquor Barons tailors their range to suit the needs of the local community.
“Working with the Liquor Barons team, we were able to build a creative strategy that really leverages their unique and diverse offer, and celebrates the benefit to the consumer,” said René Migliore, SHED Managing Partner. “The campaign aims to position the brand as individual and not ‘mass’, one that is personal and doesn’t take a ‘cookie-cutter’ approach and where value means more than just great prices and range.”
SHED Creative Director Andrew Tinning: “They’re not a chain of clones; they are a family of passionate, knowledgeable independents who understand that being local is more than just having a store on every corner. During our creative and strategic process, we settled on a series of brand truths that make Liquor Barons ‘All Together Better.’ These form are basis of the new campaign and will be communicated across a variety of channels.”
Credits:
Agency: SHEDcsc
Creative: Andrew Tinning, Drew Ridley, Matt Ridley, James Hewitt
Account service: Rene Migliore, Kristy Orr
Animation: ZAC Creative
Sound: Nick Gallagher – Brainestorm
Online: Bruce Flint – Firstlight
Producer: Leemarita Guy Walli
Client: Chris O’Brien, Leah Lemmon