Bundaberg Rum and NRL launch responsible drinking pledge

Diageo-owned Bundaberg Rum has partnered with the National Rugby League (NRL) in Australia to launch the brand’s first responsible drinking campaign.

The Waterboys campaign from Bundaberg Rum stars rugby trainer Ash Graham

The Waterboy campaign, developed by creative agency Red Engine SCC, premiered on Friday (13 September) during the NRL finals game between the Sydney Roosters and the South Sydney Rabbitohs.

The responsible drinking initiative features players from the Bundaberg Rum-sponsored North Queensland Cowboys and the team’s trainer Ash Graham. The Waterboy encourages imbibers to take regular water breaks between drinks to “stay in the game”.

NRL head of marketing, Peter Jarmain, said: “Bundaberg Rum is a valued partner of the NRL and it’s been a pleasure to work with them on a campaign that encourages fans to enjoy the finals series in a safe and responsible manner.

“Regardless of whether you are enjoying a drink or not, it’s anyone’s game during the finals series and we hope everyone enjoys the next few weeks of footy.”

The campaign, which runs alongside the NRL finals series, sees Graham run onto the field during a game to give the players a water break. However, he runs past the team and through the countryside to a local pub, where he encourages drinkers to take a water break.

Karl Roche, Bundaberg Rum marketing manager, said: “It’s our obligation as a brand to do everything we can to encourage people who choose to drink Bundaberg Rum or any other alcoholic beverage to do so responsibly and enjoy it in moderation.

“This is the first campaign that we’ve launched that is solely focused on promoting a responsible drinking message and I’m proud that we’re launching it in partnership with the NRL. We have a longstanding relationship with Australia’s favourite game, and this is an idea we’ve wanted to bring to life for some time now.”

The 60-second advert is available to watch below.