Woodstock Bourbon & Cola has launched a music-led campaign featuring country music’s newest “star”, Bobby Doggins, with a debut single now live on Spotify.
Titled The Wood Life, the track anchors a new audio-first platform designed to bring the brand’s laid-back identity to life through music, storytelling and culture.
A star who may or may not exist
At the centre of the campaign is Doggins, a tongue-in-cheek country persona who captures Woodstock’s ethos of good times, no pretence and nothing to prove.
Whether Doggins is real or not is part of the idea, blurring the line between artist, character and brand storytelling.
Building ‘The Wood Life’
The campaign extends beyond the track, with a full music video and a broader rollout across out-of-home, social and partnerships with Triple M and TikTok.
A second phase will introduce localised executions across regional markets, leaning into the brand’s strong connection with Australia’s “heartland” audience.
Brand meets culture
Sarah Wilcox from Woodstock said the collaboration reflects the mindset of its drinkers.
“Woodstock drinkers value an unpretentious, easy-going lifestyle, everything Bobby Doggins represents,” she said.
“The world sometimes seems a cynical place distracted by social media and celebrity. Bobby Doggins’ musical message is a timely antidote to all that.”
Doggins added, “It’s sure nice the fine people at Woodstock love my music so much. At first I thought it might be a bad idea to let them use my music, but then they sent some Woodstock over and it seemed like a much better idea.”
Ant Keogh of Kerfuffle said the idea leaned into simplicity and authenticity.
“When I first met Bobby Doggins, I was struck by his belief that the simple things in life are all you need,” he said. “He’s a genius,” Keogh said.
Credits:
Client: Asahi Beverages
Creative Agency: Kerfuffle
Media agency: PHD
Production Company – The Sweetshop
Director – Edward Housden
Post Production – Arc Edit & Studio Pancho
Sound – Sonar Music
Photography – Photoplay – Chris Budgeon
Top Image: Bobby Doggins