Frucor Beverages appoints Australian agency Bulldozer for product relaunch

Bulldozer will be in charge of the new packaging launch, public relations, in-store activations, social media strategy and general digital executions for Angostura LLB.

“We are super excited to be working with the enthusiastic Frucor team and to have a fridge stocked with Angostura Lemon, Lime & Bitters over the summer,” says Bulldozer’s creative director Andy McKeon.

The first work for Angostura LLB is expected to be released in early 2011. According to the Bulldozer team, the campaign will focus on the pronunciation of Angostura.

There is no incumbent agency for this brand licensed to Frucor over a year ago. According to Nielsen, the company spent AUD$100,000 (US$98,270) on media for Angostura LLB up to September 2010.

“We’re pleased to be working with Bulldozer for the Angostura campaign after considering a number of agencies," said Nathan Forde, brand manager at Frucor.

"We were seeking an independent agency that was able to understand the key objectives for the brand and provide a creative idea that can provide genuine cut-through for Angostura,” he added.