And in some ways, it is, as they are promoting the launch of special edition bottles that will aid fundraising to aid flood affected parts of the Bundaberg region.
The ad has two specific calls to action – Come to Bundaberg on March 16th and watch Facebook for more information. There’s also personalisation of the brand that seeks to generate affinity and to position Bundaberg Rum as much more than an alcoholic drink that shares its name with the region.
We previously looked at how big brands have sought to communicate a social responsibility angle through newspaper advertising. Coles is another big name that has done it well.