Masters of Spin - Bundaberg Rum, NRL & the Caulfield Cup
Monday, May 27, 2019 at 4:29PM
Matthew Bywater in Matthew Bywater, masters of spin
On this week's Masters of Spin, Bundaberg Rum announces paid maternity leave, the NRL alcohol campaign with Drinkwise and the Caulfield goes New York style
To watch the segment click here

 

Transcript

Monique Wright: Welcome back. The company that makes Bundaberg Rum reckons that it's launched a game changing parental leave scheme which will flow through to other Australian workplaces.

Basil Zempilas: In a first for a private Australian company, all employees will be eligible for six months of fully paid parental leave, beginning on July the 1st.

David Smith: We don't think there's any corporates doing this. There's a few universities that we think, and education establishments, have this. We're not doing it to be the first, we're doing it because we think it's the right thing to do. We're really proud of the move.

Monique Wright: Now, our Master of Spin are here to chat about this. Advertising experts Matthew Bywater and Dee Madigan, welcome to-

Matthew Bywater: Hi guys.

Dee Madigan: Hi.

Monique Wright: Matt, I mean, this sounds like a great idea. Diageo sent out a video package to all newsrooms with interviews, and pictures explaining all of this. What's behind that move?

Matthew Bywater: Well, it's a good cause, right? So, that's one thing. I think it positions really well. I think it's a good business case here as well. The conglomerates that run Diageo, they're actually upholding us a lot of competition against a lot of craft brewery places and distilleries and so forth. They can't match them for the unique and authentic sort of offering that they have, but what they can do, they've got huge advertising dollars and they've got huge corporations behind them that can give these great deals and things to attract people. So, part of it is about staff, not only making the current ones happy, but attracting new ones as that want to go work for a good work place.

Basil Zempilas: So, David, companies say this will change the conversation around parental leave. What do you think about that part of the announcement?

Dee Madigan: That's the most important part, because too much women. And that's kind of the problem. Women are the ones taking the time off, their super gets flat lined, they end up broke.

Basil Zempilas: Yeah.

Dee Madigan: For it to work, they talk about it being for the family, about how families work. What they need to do though is also, not just offer it to men, but make sure the men take it up.

Basil Zempilas: Yeah.

Monique Wright: Yeah.

Monique Wright: Because there is a stigma, I think, attached to it for some men and in some workplaces.

Dee Madigan: But only in Australia. In other countries it's normal.

Monique Wright: Yes, it's run of the mill.

Dee Madigan: So, I think this is such a great start.

Monique Wright: Yep. Good on them.

Monique Wright: Now, moving on, and after all of it's off-field drama over the summer months, the NRL has launched a alcohol awareness commercial but it's not aimed at the players. The target is fans. That's interesting. Matthew?

Matthew Bywater: Very interesting. They've actually done this in combination with DrinkWise so this is perhaps going to be a larger campaign. Some will be critical saying the NRL has no right lecture us about alcohol. I look at it as a positive step. They're actually using good role models, celebrities. They've got James Tedesco, Wally Lewis, and they're saying, "Come on, guys. You don't have to do this." They're actually trying to get on the bright side of this is you don't have to keep drinking. You do have a tomorrow to come to. So I actually like where its going.

Monique Wright: And also they've layered it so it's not just this, they actually run the [inaudible 00:02:55] programs within the NRL, to educate their own players.

Matthew Bywater: Mm-hmm (affirmative).

Dee Madigan: Mm-hmm (affirmative).

Monique Wright: If it was just this ad you'd sit there and go, "Dudes, not taking advice from you on this."

Dee Madigan: Yeah.

Matthew Bywater: [crosstalk 00:03:02]

Monique Wright: It's very bold of them, isn't it? For them to do this?

Dee Madigan: Yes.

Monique Wright: And it's highlighting the issue, really.

Matthew Bywater: I think they've done the right thing. They want to be part of the solution.

Monique Wright: Yeah.

Dee Madigan: Yes.

Matthew Bywater: And, that's the first Rule 101 of PR is it's no longer the days of just let it ride, give it some air. We're in the age of bits and bytes, things happen to quickly and spread too fast.

Dee Madigan: Mm-hmm (affirmative)

Monique Wright: Mm-hmm (affirmative).

Matthew Bywater: So you want to actually take control of it and be part of the solution.

Basil Zempilas: Bits and bytes, I like it.

Basil Zempilas: The Caufield Cup isn't until October but it had a big launch this weekend, of all places New York City. Now, that's because New York will be the theme of Caufield Cup day this year. Look, I know they've had other overseas themes in the past-- I find this to be weird. I mean, Caufield Cup, alongside the Melbourne Cup, so iconic. So, why does it need an American themed day?

Monique Wright: I don't get this. Because they don't tell you what to wear, really. Because what is New York? And then the whole race course is divided up into the four burroughs. Now, most Australians aren't going to know what they are. It's going to mean nothing, I don't get it.

Dee Madigan: No, no.

Matthew Bywater: No, No. The other thing is race days in the United States, which are big Kentucky Derby, et cetera. They don't dress up like we do, so they don't do it like we do it anyway.

Basil Zempilas: Is there a tourism play here? I don't know, I'm wondering if there's a tourism play here. If you were a city and wanted to attract a-- I mean, Caufield Cup, Melbourne Cup, they're big days around the world. If I was the tourism--

Monique Wright: Of New York, yeah.

Dee Madigan: New York, really? You'd sponsor a race in Melbourne?

Monique Wright: I know!

Matthew Bywater: If I was trying to sell it, I would sell it.

Monique Wright: The biggest story is she's got nerves of steel, that model.

Basil Zempilas: Ah, yeah.

Monique Wright: There's a horse that's rearing up behind her and she doesn't even move. She keeps a smile on. It's extraordinary.

Basil Zempilas: We've had dogs in here before. That's nothing.

Matthew Bywater: And it's safer than a New York cab.

Monique Wright: Four little dogs.

Basil Zempilas: Thanks, guys.

Monique Wright: [crosstalk 00:04:45] Good to see you.

Monique Wright: Still to come this morning, Teresa May calls it a day. The UK Prime Minister quits over Brexit. So, what happens now?

Basil Zempilas: And, the revival of the penny farthing, why demand is rising for the old style bicycle. People want these everywhere at the moment.

 

Article originally appeared on Matthew Bywater | Marketing Strategist & Media Commentator (http://matthewbywater.com/).
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