Dan Murphy’s has released its first brand push with a new TV commercial to show how the liquor chain has evolved from its humble beginning.
The new campaign from Dan Murphy’s tells the story of the man behind the brand to add substance to the business.
The name behind Australia’s largest liquor retailer was the man who founded the company 64 years ago from a cellar on Chapel Street, Prahran, bringing his vision of offering Australians the lowest price and biggest range in liquor to life.
Created by Red Jelly, the spots demonstrate the meaning of a handshake, as Dan Murphy takes his lowest price guarantee promise through decades of retailing.
Dan Murphy's head of marketing Yolanda Uys says: “Telling an authentic Australian story and bringing what the brand promise means to life, is a special moment in our brand journey. Tapping into the promise and showcasing how that has stayed unchanged through the ages was one of our key objectives."
The TV commercial goes live in Tasmania, followed by a nationwide roll out.
Red Jelly MD, Justine Bridgland adds, “Our partnership with Dan Murphy’s marketing team has spanned more than a decade – bringing the story of Dan Murphy to life has been a labour of love for all of us.”
Credits
Client – Dan Murphy’s
Creative – Red Jelly
Account Director – Justine Bridgland, Red Jelly
Copywriter – Peter Choraziak and Ian Bear, Red Jelly
Art Director – Ian Bear, Red Jelly
Director – Christopher Tovo
Production Company – Guilty Content
Producer – Natalie Rowell, Red Jelly and Darren McFarlane, Guilty Content
Editor – Manimal Post and Pixel Melbourne
Media Agency - Carat
PR Agency – Liquid Ideas
