A sweet new look at bitters

Sydney agency, Cabana boys, has launched a new national magazine campaign for Angostura bitters.

The campaign headline, Rediscovered since 1824, is underscored by Andreas Smetana's evocative photography of travellers as they discover the iconic Angostura aromatic bitters bottle built into the scenery at the famous Petra and Angkor Wat archeological sites.

“The ads are a metaphor for the way Angostura bitters has been rediscovered by generations of Australians,” Stuart Ghent, Creative Partner at Cabana boys, explained.
“We see that little bottle shaken into 100 million serves of lemon, lime and bitters every year.” 

“We wanted these ads to say that that little bottle has virtually become part of the landscape.  In a market where imitators are springing up everywhere, it’s real, authentic.  It’s the true taste of lemon, lime & bitters,” Ghent continued.

According to Nathan Ford, marketing manager of Angostura’s Australian distributor, Island2Island Beverage Company, the work aims to broaden the appeal of the Angostura brand by making it more contemporary and meaningful to a new generation of drinkers.

The campaign will lead out with a schedule of magazine advertising and will be aupported  by consumer sales promotion, trade activations, radio sponsorship, Facebook activity and public relations.