Passive figurehead Baron has evolved into a worldly guide.
Liquor Barons has repositioned itself as the ultimate destination for alcohol exploration, with an evolution of ‘The Baron’ and accompanying new campaign from Perth’s Hypnosis.
A West Australian owned cooperative, each of Liquor Barons more than 90 shops is independently run by locals who truly know their customers and are always ready to help them discover new drinks.
Unlike the big chains, which serve up the same old choices, Liquor Barons brings the excitement of the unknown, with the assurance that each selection has been thoughtfully curated.
The new campaign with tagline ‘A Thirst for Discovery’ is an invitation to explore.
Passive figurehead Baron has evolved into a worldly guide; ditching the steampunk look, his updated aesthetic reflects his new zest for life and experimentation, taking inspiration from the globetrotting Seinfeld character J. Peterman.
With a move towards highlighting variety and exploration, rather than price, the new creative injects boldness and consistency into the brand.
The campaign will run across OOH, online videos, print and social media, taking West Australians on a journey around the world - one sip at a time.
Hypnosis ECD Guy Patrick said West Australians recognised The Baron but knew little about him.
"It was exciting to develop his character, transforming him into a richly layered and intriguing personality," Patrick said.
Liquor Barons marketing manager Lisa Hegarty said this is a bold step for Liquor Barons but one that also brings a level of cohesiveness to the brand's look and feel.
"It’s been a thrill to not only see The Baron brought to life, but to have our change in strategy expressed in such a fun, irreverent way," Hegarty said.
Credits
Client: Liquor Barons
General Manager: Chris O’Brien
Marketing Manager:Lisa Hegarty
Marketing Manager: Eliza Schawb
Marketing Coordinator: Macushla Quicke
Liquor Barons in-house team: Michael Cruise, Rebecca Hartley, Jade Dwyer
Agency: Hypnosis
Executive Creative Director: Guy Patrick
Creatives: Laura Blundell & Tina Milosic
Managing Director: Amber Martin
Account Manager: Gianni Corvaia
Production: Rhythm Films
Executive Producer: Candice Shields
Producer: Adam Keogh
Director/Editor: Gemma Rule
DOP/Stills: Justin Griffiths
1st A/C: Brianna Trinidad
Stills assist: Coral Littlejohn
Gaffer: Andrew Piercey
Art Department: Clare Ryan
Art Department assist: Corey Chandler
SFX/Beard: Nicole Spiro Walton
Make-Up: Kate Farmer
Colour Grade: Danny Scotting
Sound Design: Justin Braine
Talent: Simon Lodge
VO Talent: Michael Loney
Gear: Raz Rentals / Location Equipment
Studio: Photofinity
