We discovered Bundy Rum has only been sold in Australia and has never been exported. So our campaign created the notion the rest of the world wants Bundy but can’t get it. Our new endline ‘Bundy: Our Rum’ gave the brand national status. The target market is sports crazy, so we set the ad in England - Australia’s biggest sporting rivals. We took one of the famous English sporting anthems (“I Vow to Thee My Country”) and turned it on its head, re-writing the words to talk about how great Australia is.