Bickford and Sons shines a light on its rich heritage in new campaign via Welbourn O’Brien
In September 2015, Welbourn O’Brien (WO) won a competitive pitch to handle the national launch of the new range of premium classic mixers and heritage brand Bickford and Sons – a sub-brand of the iconic South Australian brand Bickford’s famous for its lime-juice cordial.
Leveraging the authenticity and tradition of the South Australian company which began as an apothecary and progressed to production of aerated beverages in 1874, the quirky campaign celebrates its rich history in making quality beverages. With a modern interpretation of the charm and sophisticated wit of the Victorian-era, the creative campaign complemented the stunning packaging created by the Bickford’s design team and included animated web films, press, outdoor, point of sale, digital and social executions, sure to resonate with both retail consumer and trade audiences.
Says Beverley Reeves, brand manager, Bickford’s Australia: “Welbourn O’Brien demonstrated a passion for the project from
the outset, investing time and effort to understand the whimsical elements of the design and unique brand story to balance contemporary style with the business heritage. The commitment that they have shown to 
making our new range a success has provided an effective brand platform and strong awareness campaign for the launch.”
Says Troy O’Brien, WO: ” At a time when the desire for healthier, premium and traditional brands with local heritage is growing, consumers are sure to be taken by the tradition, craft and authenticity of the Bickford and Sons brand story. We believe everything has aligned to enable the brand to capture a strong share of the fast growing adult flavor segment within the carbonates market.”
Says Josh Welbourn, WO: “The team was honored to have the opportunity to show the agencies wares on a national stage for a truly iconic South Australian brand like Bickford’s.”
Next month, WO celebrates its first birthday. In just a year, they have secured the following quality clients: Mercedes-Benz Adelaide, Adelaide Airport, Rundle Place and Bickford’s Australia. WO have also begun working with VOK Beverages a division of Bickford’s Australia.
2 Comments
“Raising spirits since 1874” is a great line for a tonic water.
Mmmm, yes ‘Raising Spirits’ does rather position Bickfords as a mixer, not as a drink or cordial in its own right. Was that intentional? If not, a tactical and strategic mistake.