ASIA-PACIFIC – SYDNEY, AUSTRALIA, JUNE 8, 2012: Australian liquor manufacturer Alibi Bourbon and JayGrey teamed up for a no-nonsense, straight up tough campaign to target its key consumers: true Bourbon drinkers.
The campaign aims to talk to hard working, BS free urban warriors – men and women willing to roll up their sleeves and get the job done. A tough campaign was needed to talk to these tough individuals and this was communicated through the tag, “Seriously hard liquor”.
Alan Cunningham, international business development director in charge of Alibi Bourbon said: “We like to do campaigns that make people stop and take notice and JayGrey seems to be an agency that specializes in that." He added, “When the guys at JayGrey put the creative concept in front of me, I have to admit I had a bit of a laugh. They really get what we’re trying to do here.”
Jay Furby, JayGrey’s creative director said: “Alibi Bourbon is a gritty, no nonsense drink. The fact that our point-of-sale campaigns were to run at biker events gave us a clue straight away what tone of voice we had to adopt."
