Thinkerbell has launched a new era for beverage retailer Dan Murphy’s, evolving its current brand platform, Nobody Beats Dan Murphy’s.
It is likely to be Thinkerbell’s last work for the brand – Endeavour Group is currently pitching its creative account for key brands including Dan Murphy’s and BWS. Thinkerbell has declined to participate.
Tom Wenborn, executive creative tinker at Thinkerbell, said of the platform: “Nobody Beats has existed within the DNA of Dan’s for decades, but it’s always been about price.
“This project was really about digging into what Nobody Beats really means and elevating it to the platform level where it belongs.”
The latest work centres around the human truths that motivate the drinks people choose. From picking the perfect bottle for a mate who’s not really that good of a mate, to finding something special for the person who’s given you everything.
Maija Bell, head of brand and experience at Dan Murphy’s, said the brand offering has always been anchored in offering the lowest prices, the largest range, and the best service.
“It was important to find a platform that allows us to be present in more relatable social occasions for our customers,” she said.
The platform, which has launched across TV, BVOD and socials, along with national OOH, follows the Daniel Francis Murphy campaign previously produced by Thinkerbell in 2022.
The work was a festive tale about the life of the liquor retailer’s founder, Daniel Francis Murphy, commemorating the store’s 70-year-long contribution to Aussie Christmas celebrations.
“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” said Wenborn.
“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.”
Endeavour completed a closed EOI process for the pitch, involving both current and potential agencies, in search of a single, leading creative agency. The process is now in the closed RFP stage, reportedly due to be completed by the end of June.
The incumbent for BWS is M&C Saatchi, which has held the account since its appointment in 2021. It is understood M&C has been cut from the pitch.
Credits:
Client: Dan Murphy’s
Agency: Thinkerbell
Media: Carat Australia
Director: Yianni Warnock
Production house: MOFA
Post and online: ARC EDIT
Sound: Rumble
Stills photographer: Charlie Hawks
Stills production: Hart & Co
Stills stylist: Bridget Wald