As ‘Official Liquor Retail Partner of the AFL’, BWS wanted to win market share amongst AFL fans by the end of the 2024 season.

With Carlton United Breweries (CUB) as the promoter, this promotion was purchase-led on select products in the lead up to the AFL Grand Final, and BWS was giving the chance to win an ultimate Grand Final at-home prize pack.

I coordinated with set and wardrobe stylists to develop creative concepts, including crafting mood boards for approval by the marketing team and CUB, while effectively managing stakeholder expectations throughout the process.

The opportunity was brought to life with cut-through creative that was used in store and on both paid and owned digital channels.

RESULTS
CUB products associated with the campaign saw a 14% sales increase during the campaign period.