Angostura: SMH 1

Australia’s original Lemon, Lime & Bitters – Angostura – is hitting back at a wave of political negativity with a tactical advertising campaign letting Australians know that it’s not a bad thing to be a little bitter.

The print advertising campaign launched today and coincides with the one year anniversary of Kevin Rudd’s deposition as Australian Prime Minister.

According to Nathan Forde, National Marketing Manager of Angostura’s Australian
distributor, island2island Beverage Company, the campaign was inspired by Mr Rudd’s assertion that he is no longer bitter about his deposal and a new Liberal party advertising campaign depicting Kevin Rudd and Julia Gillard as lemons and Greens leader Bob Brown as a lime.

“The authentic Angostura Lemon, Lime & Bitters is a quintessentially Australian drink. In fact, Lemon, Lime and Bitters were invented here. It’s not a dry, negative political thing. It’s fun and refreshing,” said Forde.

“What better time to get that message out than now, when cynical forces are hi-jacking lemons, limes and bitterness for very dusty purposes.”

The campaign was created by Sydney creative agency, Cabana Boys, and includes three print advertisements. Each depicts the Angostura Lemon, Lime & Bitters pre-mixed bottle and a cheeky headline.

One ad reads: “Hey Kev, a little bitterness can be quite refreshing.” Another: “Kev, it’s okay to be a little bitter.” And a third: “This is not a paid political announcement.”
The campaign follows an earlier politically-flavoured campaign featuring Modern Family comedian, Sofia Vergera, as the Minister for Pronouncement striving to educate Australians on the correct pronunciation of Angostura (ang-go-stoo-rrra).