BMF and BWS have unveiled a new brand campaign under the 'Refreshingly BWS' platform. The campaign, targeted at Australians, positions BWS as a convenient choice for pre-party beverages. This move comes after BMF secured the Endeavour Group creative account in July this year.

As we reported at the time, the decision saw BMF take charge of a portfolio of brands including Dan Murphy's and BWS.

The campaign will be rolled out across multiple channels including TV, out-of-home (OOH), radio, digital, social, and in-store. Media strategy and buying for the campaign is being led by Carat.

An Le, Head of Brand Marketing, said, "We all know the lead up to a night out can be just as fun as the event itself. At BWS, we’re the perfect wingmate for these moments of anticipation. Whether you’re picking up a six-pack for later or grabbing some bubbles on your way out, we make it easy so you can enjoy the best part of the night - getting ready!"

BMF, the 2024 Effective Agency of the Year & Grand Effie, among other accolades, is excited about the partnership with BWS. David Roberts, Group Creative Director at BMF, said, "We’re stoked to start our partnership with the BWS team. This campaign is a celebration of the pre-party ‘you’. The one that needs to doom-scroll on the toilet, dance in your undies and watch a documentary about dugongs before going out. Luckily, with a BWS on the way, you can observe all your sacred pre-party rituals and still rock up on time-ish."