Bundaberg Rum partners with the NRL to launch new responsible drinking campaign

Bundaberg Rum, in partnership with the National Rugby League (NRL), launches its first responsible drinking campaign called ‘The Waterboy’. The campaign premiered during the first NRL Finals game in Australia between the Sydney Roosters and the South Sydney Rabbitohs.


‘The Waterboy’ campaign encourages fans that choose to drink alcohol to do so responsibly and ‘stay in the game’ by taking regular water breaks between drinks. The campaign is created by Red Engine SCC and features players from the Bundaberg Rum sponsored North Queensland Cowboys as well as their real life trainer and waterboy Ash Graham. 

The campaign will run alongside the NRL finals series, which launched on Friday 13th September with the first match of the series. The campaign TV advert opens on a live NRL match between the North Queensland Cowboys and the Brisbane Broncos. North Queensland Cowboys trainer, Ash Graham, who is also the team’s waterboy, runs onto the field presumably to give the players a water break but instead runs straight past them and to a local pub where he intercepts a table of patrons encouraging them to ‘stay in the game’ by taking a water break between drinks.

At Diageo our brands are made with pride, and made to be enjoyed – responsibly. When consumed moderately and responsibly by adults who choose to drink, alcohol can be part of a balanced lifestyle and play a positive role in social occasions and celebrations.

Karl Roche, Marketing Manager for Bundaberg Rum said: 

“It’s our obligation as a brand to do everything we can to encourage people who choose to drink Bundaberg Rum or any other alcoholic beverage to do so responsibly and enjoy it in moderation.

“This is the first campaign that we’ve launched that is solely focused on promoting a responsible drinking message and I’m proud that we’re launching it in partnership with the NRL. We have a longstanding relationship with Australia’s favourite game, and this is an idea we’ve wanted to bring to life for some time now.

“With the Finals series shaping up to be red hot and action-packed, you’re going to want to stay in the game. For our fans who do choose to have a drink while watching the game, the best thing you can do is make sure you take regular water breaks.”

NRL Head of Marketing, Peter Jarmain said: 

“Bundaberg Rum is a valued partner of the NRL and it’s been a pleasure to work with them on a campaign that encourages fans to enjoy the Finals Series in a safe and responsible manner.

“Regardless of whether you are enjoying a drink or not, it’s anyone’s game during the Finals Series and we hope everyone enjoys the next few weeks of footy.”

Back in 2017 Crown Royal kicked off the football season in the United States with the launch of “Hydrate Generously”, a new campaign to remind fans that moderation and hydration are critical to enjoying the big game – whether at home or in-stadium. “Hydrate Generously” harnesses fan passion to promote responsible game day consumption by reinforcing the importance of always drinking in moderation and hydrating between drinks.