BACKGROUND : Since its opening, Dan Murphy’s has always been anchored on three brand truths: Price, Range and Service. These have helped the brand become the #1 alcohol retailer in Australia. However, in the past few years, and with changing consumption behaviours, the brand has been losing relevance and facing tougher competition. So, we had to lean on the brand truths and demonstrate why “Nobody Beats Dan Murphy’s”.
INSIGHT : What you experience at Dan’s is a feeling of pure joy for having unearthed the best drink (range and service) for you at the lowest price.
RESULTS: Within the first three weeks of launch the brand saw a positive uplift in brand awareness and brand recognition, scoring 86% (well above average) on take-out of Dan Murphy’s price, service and range brand pillars.
The TVC and OOH excelled in cut-through and engagement measures, clearly landing the brands value proposition amongst consumers.
