BWS launches brand campaign via M&C Saatchi Sydney and Carat

BWS is celebrating lockdown freedom with its new campaign Can’t wait mate, including a giveaway for customers.

The new campaign, Can’t wait mate, focuses on bringing people together to share a long-awaited drink. BWS is giving away a free six-pack to share with mates in the lead up to Summer.

The campaign is being rolled out with a paid campaign on Facebook and Instagram, as well as digital partnerships with Pedestrian, Broadsheet, Concrete Playground, Urban List and BuzzFeed.

BWS will be using micro and macro influencers, via Carat, to share diverse and fun content across all Instagram formats to drive mass awareness and encourage engagement and shareability. Shoppers can share on social media who they are looking forward to sharing a drink with - using the hashtag #cantwaitmate.

M&C Saatchi Sydney creative director Brendan Donnelly says the campaign highlights what people have been looking forward to as restrictions ease.

“Once haircuts are out of the way, most of us can't wait to celebrate our freedom by catching up with family and friends,” says Donnelly.

“What better way to do that than sharing free beers together! #cantwaitmate is a simple social campaign that lets your mates know there's a beer waiting for them when you catch up.”

Dentsu’s media agency Carat handled all media strategy and buying for the campaign. Carat used influencers and editorial coverage across youth publications to bring the Share a Drink platform to life.

BWS head of marketing Vanessa Rowed says there is a light at the end of the tunnel.

“Lockdowns and restrictions have made us long for those much-needed social interactions,” says Rowed.

“But there is light at the end of the tunnel, and we are celebrating by encouraging Aussies to get together and share drinks with their mates.”

The promotion is open to people over the age of 18. They can head to or the BWS app and create an account to redeem the free brew. When buying two six-packs of XXXX DRY or James Squire Zero, they will receive their second one for free at checkout. T&Cs apply.


Vanessa Rowed - Head of Marketing
An Le - Head of Marketing, Brand
Jax Young - Senior Brand Manager
Charlotte El Baz - Brand Manager

M&C Saatchi
ECD - Avish Gordhan
CD - Brendan Donnelly
Art Director - Filipe Oliveira
Copywriter - Michael Harris
Designer - Ian Hartigan
Animators - Alex Ardino, Bojan Bogic
Head of Strategy - Rachael Fraser
Senior Strategist - Amy Grant
Group Head - Vanessa Boueyres
Group Account Director - Helene Ioakimidis
Senior Account Manager - Katie Lockwood
Producer - Trisha Halsall

Bianca Falloon – Client Leader
Christian Fox – Client Director
Cat Wilkinson – Head of Content Partnerships
Amanda Nguyen – Client Manager
Rebecca Warrand – Content Partnerships Executive

Originally published on AdNews here

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