Cheers to a Legend

Background

Diageo-owned Bundaberg Rum was commonly sold in rum-and-cola cans. With more than 125 years of history, Bundy had attained the status of a cultural icon, and was the staple of many Aussie get-togethers and barbecues.

But it had lost its cachet, perceived by younger drinkers as old and tired.

The Bundy needed a refresh, and the can, its most valuable real estate, was the place to rejuvenate it.