A confident claiming of what Australia already knows.
Doubling down on Dan Murphy's familiar promise to all Australians, a campaign by Thinkerbell marks a turning point for the brand as it looks to evolve with changing consumer tastes.
With Dan Murphy's vast range of local and international drinks, lowest liquor price guarantee, and specialist staff, Nobody Beats Dan Murphy’s is not just a platform line, but a confident claiming of what Australia already knows.
Dan Murphy’s head of brand and experience Maija Bell said the retailer's brand has always been anchored in offering the lowest prices, the largest range, and the best service.
"This magic combination ensures that Dan’s customers never have to compromise. As the customer is at the heart of everything we do, it was important to find a platform that allows us to be present in more relatable social occasions for our customers."
Thinkerbell executive creative tinker Tom Wenborn said Nobody Beats has existed within the DNA of Dan’s for decades, but it’s always been about price.
"This project was really about digging into what Nobody Beats really means and elevating it to the platform level where it belongs."
The campaign celebrates the many human truths behind the drinks people choose to drink. From picking the perfect bottle for a mate who’s not really that good of a mate, to a little something for the person who’s given them everything.
The platform launches today with work running across TV, BVOD and socials, along with national OOH and replaces the Daniel Francis Murphy campaign previously produced by Thinkerbell in 2022.
The Daniel Francis Murphy work did a fantastic job galvanizing the business around the Drink Better ethos, the next step for the brand was to establish a new construct that would be flexible as it evolves for the future, Wenborn says.
“It’s a really stretchy platform that Dan’s will be able to activate off for years to come as they contemporise and adapt to the next generation of consumers.”
Credits:
Client: Dan Murphy’s
Agency: Thinkerbell
Media: Carat Australia
Director: Yianni Warnock
Production House: MOFA
Post and online: ARC EDIT
Sound: Rumble
Stills Photographer: Charlie Hawks
Stills Production: Hart & Co
Stills Stylist: Bridget Wald
