Australian liquor retailer, Dan Murphy's, is doubling down on a familiar brand promise in new brand platform, 'Nobody Beats Dan Murphy’s', this time evolving the concept beyond price.

The platform, developed by Thinkerbell, marks a significant shift for the brand, is a confident assertion of the brand's leadership in Australia's liquor industry, with over 5.4 million active My Dan’s members and millions of weekly visitors to its stores and online platform.

Head of Brand and Experience at Dan Murphy’s, Maija Bell, said: "Our 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."

Executive Creative Tinker at Thinkerbell, said the 'Nobody Beats' concept has been part of Dan Murphy's DNA for decades, primarily focused on price. "This project was really about digging into what Nobody Beats really means and elevating it to the platform level where it belongs," says Wenborn.

The new campaign aims to be present in more relatable social occasions for customers, replacing the Daniel Francis Murphy campaign produced by Thinkerbell in 2022.

"The Daniel Francis Murphy work did a fantastic job galvanising 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. 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," said Wenborn.

The new platform will launch with work running across TV, BVOD and Socials, along with national OOH, indicating a comprehensive and integrated approach to reach its diverse customer base.