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Diageo - Bundaberg Rum "Watermark Case Study"

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Uploaded on Sep 18, 2011

In late 2010 and early 2011, a series of devastating floods hit the province of Queensland in Australia, turning the entire state into a disaster area and forcing the evacuation of thousands of people. The widespread flooding caused immense property damage and derailed the local economy, and a large-scale recovery program began in earnest once the waters receded. One of the towns affected was Bundaberg, the home of Bundaberg Rum, and when the distillery re-opened, it set out to create a product that was a symbol of the resilience and indomitable spirit of the people of Queensland. The company produced a commemorative rum called "Watermark," with a beautifully designed bottle and a brilliant campaign that celebrated the people of Queensland as they sought to rebuild their communities. Proceeds from the sale of the Watermark rum were donated to the relief efforts, and the company also sponsored the Watermark Music Festival, giving Australian bands the opportunity to contribute to the relief efforts by performing at benefit concerts in Queensland.

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