Barry revives ‘Five Cougars’ spirit with new AFL finals ad

Barry, the low-carb alcoholic beverage brand co-founded by AFL players Bailey Smith, Charlie Curnow, and Collingwood’s Nick and Josh Daicos, has launched a new ad campaign to coincide with the AFL finals series.

The campaign introduces Barry’s Cherry Vanilla Cola and reimagines the controversial ‘Five Cougars, Thanks’ Cougar Bourbon ad that first aired in 2001. This time, the gender roles are flipped, with Smith playing a blonde bartender whose looks cause a customer to abruptly change her drink order.

Smith said the parody struck the right tone for Barry’s audience: “The campaign encapsulates what the Barry brand is all about – being fun, in the moment and a bit provocative – and it connects with our target audience through humour and cultural nostalgia.”

Curnow reprises the role of the confused patron from the original campaign, attempting to recall his group’s order while distracted. He described the project as both enjoyable and strategic: “The ad shoot was great fun, and Barry is definitely a passion project and creative outlet for us, but underpinning the brand’s light-hearted 'persona' there’s a very sound business and marketing strategy.”

Barry enters dark spirit RTD space

The launch of Cherry Vanilla Cola marks Barry’s debut in whisky-based RTDs. The brand, which celebrated its second anniversary this year, has previously focused on vodka- and agave-based sodas with fruit-forward flavours.

“Across all Barry products, we’ve stayed true to our focus on creating interesting drinks that are low-sugar, low-calorie, low-carb and big on flavour,” Curnow said.

Barry Cherry Vanilla Cola (330mL) is available nationally in cartons of 16, four-packs or single cans. Each contains 5 per cent alcohol, equating to 1.3 standard drinks.

Credits

Director/Producer: Charles Buxton-Leslie 

Production Company: Cool Studio 

DOP: Jordan Ruyi Blanch 

1st AC: Shawkat 

Gaffer: Corey Clements 

LX Assist: Riley Lewis

LX Assist: Lachie Graham

Production Designer: Brianna Da Silva 

Colourist: Nick Lindell-Wright 

Lead Cast: Xanthe Blaise 

Special Thanks: The Corner Hotel

PR: Soda Communications

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