Advertising
Bundaberg Rum has also been criticised for targeting its advertising towards young people and boys, through television commercials during NRL broadcasts, and other promotions. The Bundaberg Rum Bear advertisements first appeared in 1994. They were designed to soften rum's aggressive image (below) and broaden its appeal from the traditional older male drinker to a more sociable audience. They have been cited as one of the favourite ads among Australia's youth.
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“The growing of food and the growing of children are both vital to the family’s survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Housework—cleaning, feeding, and caring—is unimportant.”
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