Bundaberg Rum wanted to refresh its image to reflect a new audience: men who enjoy spirited living and aren’t afraid to explore the world. Men like these might just work together and build a boat to sail to a far away land – or, if that doesn’t work out, they would be equally happy sharing a laugh and some rum down at the pub. Because men like us like rum. Bundaberg Rum.

A group of 20-30 men work hard together building a big ship with their bare hands.

These guys all look different and come from different backgrounds. We see hunters, miners, rugby players, falconers and oilmen. Some might even look like vikings, highlanders or pirates.

They sing while they work.

Men like us like foreign lands.

We pound in spikes with our bare hands

Our skills are always in demand

We like our faces hairy and our backsides tanned.

Men like us have the upper hand.

We cut through trees with the sharpest saw

We’ll sail from here to Bogota

This vessel won’t have a single flaw

We’ll ignore that thing called Murphy’s Law.

Men like us like a last hurrah!

The sun and stars will be our guide

We prefer our steak bloody rare inside

Our sails are filled with wind and pride

They finish the ship. A rope is cut, sending the boat racing down the ramp toward the sea.

Explore the world…

And the boat sinks like a stone. The song stops.

Then in a pub toasting a glass of Bundy.

…Well, at least we tried! Men like us like rum. Bundaberg Rum!

SUPER: Welcome to Bundaberg

We took over the entire bottle and for the first time in Bundaberg’s 125 history, we didn’t show the liquid. The illustration that brings the Mutiny world to life runs over all 4 sides of the bottle and encourages people to discover Bundaberg’s take on what a true Australia spiced rum should be. We included all sorts of Australiana -- from surfers on crocodiles and underwater BBQs to rugby balls and surfing kangaroos. Consumer sentiment was very positive and sales figures jumped by 400% compared to their previous foray into spiced rum.