Doubling down on its familiar promise to all Australians, Dan Murphy’s has launched a new campaign via Thinkerbell, that marks a turning point for the brand as it looks to evolve with changing consumer tastes.
With over 5.4 million active MyDan’s members and millions of shoppers heading to their local Dan’s or online each week, Dan Murphy’s are the undisputed leaders of Australia’s liquor industry. With their vast range of local and international drinks, lowest liquor price guarantee, and expert staff, Nobody Beats Dan Murphy’s is not just a platform line, but a confident claiming of what Australia already knows.
Says Maija Bell, head of brand and experience, Dan Murphy’s: “Our brand has always been anchored in offering the lowest prices, the largest range, and the best service. This magic combination ensures that Dan’s customers never have to compromise. As the customer is at the heart of everything we do, it was important to find a platform that allows us to be present in more relatable social occasions for our customers.”
Says Tom Wenborn, executive creative tinker at Thinkerbell: “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 campaign celebrates the many human truths behind the drinks we choose to drink. From picking the perfect bottle for a mate who’s not really that good of a mate, to a little something for the person who’s given you everything.
The platform launches today with work running across TV, BVOD and socials, along with national OOH and replaces the Daniel Francis Murphy campaign previously produced by Thinkerbell in 2022.
Says Wenborn: “The Daniel Francis Murphy work did a fantastic job galvanizing 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. 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.”
Client: Dan Murphy’s
Agency: Thinkerbell
Media: Carat Australia
Director: Yianni Warnock
Production House: MOFA
Post and online: ARC EDIT
Sound: Rumble Studios
Stills Photographer: Charlie Hawks
Stills Production: Hart & Co
Stills Stylist: Bridget Wald