The Australian Liquor Industry Awards’ Best Banner Group, Liquor Barons is evolving its ‘The Baron’ marketing campaign as it positions the group as the premier destination for alcohol exploration.
The banner group comprises over 90 independently run stores, each staffed by locals who are passionate about helping customers discover new and exciting drinks.
The newly launched campaign, featuring the tagline “A Thirst for Discovery,” invites customers to engage with the brand in a fresh way. The revitalised character of ‘The Baron’ becomes an enthusiastic and adventurous guide, inspired by the globetrotting vibes of the J. Peterman character from Seinfeld.
This new persona reflects a passionate pursuit of variety and experimentation, positioning Liquor Barons as a bold alternative to the conventional focus on price.
Lisa Hegarty, Marketing Manager at Liquor Barons said: “This is a bold step for Liquor Barons but one that also brings a level of cohesiveness to our look and feel. It’s been a thrill to not only see The Baron brought to life, but to have our change in strategy expressed in such a fun, irreverent way.”
The Liquor Barons campaign aims to transform each visit into an adventure rather than just a shopping trip, setting it apart from larger chain retailers that provide a standard and uninspired range of products.
The mission is to guide customers on a journey of discovery, making it clear that each product is chosen with care and thought, enhancing the experience of exploration with every purchase.
The campaign was developed by Perth agency Hypnosis, whose Guy Patrick said: “West Australians recognised The Baron but knew little about him. It was exciting to develop his character, transforming him into a richly layered and intriguing personality.”
The campaign will unfold across various channels including out-of-home advertising (OOH), online videos, print, and social media, effectively engaging the West Australian audience and encouraging them to embark on a global journey of taste and adventure – one sip at a time.
Through this bold new direction, Liquor Barons aims to not only elevate its brand but also enrich the customer experience by celebrating the joy of exploration in the world of beverages.
