Dan Murphy comes to life for first time in major marketing shift
Woolworths liquor chain Dan Murphy’s has moved away from price and product advertising for the first time in its history as the brand focuses on the story of its founder.
Yolanda Uys, Dan Murphy’s head of marketing, told Mumbrella that few customers realised the story of the store and that fact that Dan Murphy is a real person who founded the business on the single promise of offering the lowest prices.
“When we spoke with customers very few of them realised that Dan Murphy was a real person,” Uys said.
“We always spoke about product and price and range and service (which) has sat at the core of what Dan Murphy’s is all about and that led us right back to the promise he made when he started the business.”
But it’s still a low prices ad.
A long winded low prices ad.
But it’s still a low prices ad.
Every ad balances branding with sales. This ad has its dial further toward the branding side.
He’s got a nice little strut.
Are the nrma selling grog now? It feels like thats confidence got lost in a bottle shop….
Why are they following Mark Bouris around?
It’s a bit disappointing that they are moving back into the glorious, heritage listed former Prahran Arcade building where the entire business began, and they haven’t managed to integrate the iconic building into this campaign. It’s staring you in the face, surely?
Smart retail brands like Chanel have used their refurbishment of heritage buildings to benefit their brand really impressively of late. Here’s hoping the lesson can be more widely learned.
Pretty sure that’s just Donald Fisher from Home and Away walking to the bottleo
I avoid Dan Murphys. Once I got myself lost in the red blends section for 2 1/2 hours.
So what happened to Dan?
Dan Murphy’s wine is NOT the cheapest. I can get a perfectly decent Sav Blanc or Shiraz Merlot from ALDI for $2.89 per bottle. It’s wrong to advertise that Dan’s products are the cheapest when they’re not.