Australian fashion, lifestyle and FMCG licensed brand extension agency Asembl. has brought Diageo’s Bundaberg Rum and Harry’s Ice Cream together over the warmer months for Bundaberg Rum Ice Cream Rum and Raisin and Bundaberg Rum Ice Cream Pineapple Coconut Rum.

“The growth of our local licensing program into new retail categories continues to strengthen our consumer offering and Bundaberg Rum’s popularity in the market,” says Karl Roche, marketing manager, Bundaberg Rum. “We’re always looking for ways to innovate that stay true to our brand and this latest collaboration with Harry’s Ice Cream gave our Bundy Rum consumers a new way to enjoy the flavor of their favorite Australian rum.”

Stocked on shelves throughout the past summer in the heartland of Bundaberg Rum across IGA Queensland stores, the range was promoted via a marketing and promotional campaign.