--- title: Bundy Red Converts Bourbon Drinkers With Predatory Marketing description: "Bundy Red needed a core message that wouldn't cannibalise the Bundy Yellow \nmarket. Find out here how predatory marketing was applied to this scenario." image: https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg --- [Skip to content](https://blog.hellostepchange.com/blog/bundy-red-converts-bourbon-drinkers#main) [![Step Change](data:image/webp;base64,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)](https://www.hellostepchange.com/) 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[AI?!#@](https://www.hellostepchange.com/ai) [Blog](https://blog.hellostepchange.com/blog) [All Blogs](https://blog.hellostepchange.com/blog) [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) [The Step Change Blog](https://blog.hellostepchange.com/blog) # Bundy Red Converts Bourbon Drinkers With Predatory Marketing [![](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc) Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing) 9 October 2014 / 2 min read - [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing) - [Industry Insights](https://blog.hellostepchange.com/blog/topic/industry-insights) This is the seventh post of ten in the Predatory Inspiration's series by Ashton Bishop, Head of Strategy at [Step Change Marketing](http://stepchangemarketing.com/) ![Predatory Inspirations](https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg) The theme of this series is **Predatory Marketing**. Predatory Marketing is defined as: *strike at the weaknesses that arise out of your competitor's greatest strength*. If that sounds familiar, then read it again. It's not 'strike at your competitor's weakness' and it's not 'talk about what's different'. This is more powerful. See, when you strike at the weaknesses that arise out of your competitor's greatest strength you strike at the part of your competitor that they are least willing to change. It also changes the conversation from the same marketing words that every other company in your category uses, to a conversation that leverages your relative advantages. These case studies demonstrate how Predatory Marketing has been applied. When Bundy Red went to launch, they couldn’t find a core message that wouldn’t cannibalise it’s own Bundy Yellow market. A top shelf advertising agency had been trying for a year, unsuccessfully, to crack the the problem with the core message “Smooth”. At TheBrandShop we had a week to create a positioning that really worked. ### Target Bundy Lovers with ‘Bourbon Drinking Mates’ ### Greatest strength They just looooooove Bundy (unfortunately, their mates don’t). ### The weaknesses that arise from their strength Their mates tried Bundy and went back to Bourbon (claiming Bourbon was just that bit more smooth). ### Relative advantages Bundy Red is a rum so smooth that even the most committed Bourbon drinkers would convert. ### Predatory recap Strike at the weakness that arises out of your competitor’s greatest strength. This achieves greatest impact and makes response more difficult. In the next post, Ashton talks about how the Step Change Marketing helped [Sanitarium](http://www.sanitarium.com.au/) create a master-brand story that now carries through all of their individual products. ![](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc) Written by [Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing) Step Change is a strategically-led digital creative agency – if that sounds like we do it all, its because we do. We have created a space where strategy meets creativity, working together to create a full ground-up digital offering to challenger businesses. [Older postHow Innovative Entrant Modelling Protects Your Category Share](https://blog.hellostepchange.com/blog/entrant-modelling-category-share) [Newer postHow We Created A Master Brand Story For Sanitarium](https://blog.hellostepchange.com/blog/master-brand-story-sanitarium) [Featured seriesKnowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) ### Categories - [Marketing Strategy (197)](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Digital, Technology & AI (152)](https://blog.hellostepchange.com/blog/topic/digital-technology-ai) - [Business Strategy (118)](https://blog.hellostepchange.com/blog/topic/business-strategy) - [B2B Sales (88)](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding (82)](https://blog.hellostepchange.com/blog/topic/branding) - [Culture & Leadership (73)](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Step Change News (63)](https://blog.hellostepchange.com/blog/topic/step-change-news) - [Industry Insights (38)](https://blog.hellostepchange.com/blog/topic/industry-insights) - [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Decision Making (31)](https://blog.hellostepchange.com/blog/topic/decision-making) - [Innovation & Disruption (31)](https://blog.hellostepchange.com/blog/topic/innovation-disruption) - [Customer Centricity (24)](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Predatory Marketing (24)](https://blog.hellostepchange.com/blog/topic/predatory-marketing) - [Knowledge Nuggets (20)](https://blog.hellostepchange.com/blog/topic/knowledge-nuggets) - [History's Greatest Strategists (18)](https://blog.hellostepchange.com/blog/topic/historys-greatest-strategists) - [Thought Leadership (13)](https://blog.hellostepchange.com/blog/topic/thought-leadership) See all categories ## In this article ## Get the next one in your inbox ## Keep reading [![value-proposition-customer-insights-predatory-thinking](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/2-Story/value-proposition-customer-insights-predatory-thinking.jpeg?width=720&height=450&name=value-proposition-customer-insights-predatory-thinking.jpeg) 1 November 2024 Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [![](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/2-Story/value-proposition.jpeg?width=720&height=450&name=value-proposition.jpeg) 10 February 2022 5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) [![predatory-marketing-step-change.001](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/3-Scale/predatory-marketing-step-change.001.jpeg?width=720&height=450&name=predatory-marketing-step-change.001.jpeg) 25 September 2018 Predatory Marketing: How to Increase Your ROI without Spending Another Cent \[with Examples\]](https://blog.hellostepchange.com/blog/predatory-marketing-how-to-increase-your-roi-without-spending-another-cent-with-examples) [![Step Change](https://blog.hellostepchange.com/hubfs/raw_assets/public/stepchange-blog-2026/images/full_white_colour.svg)](https://www.hellostepchange.com/) [Unit A1/35-39 Bourke Rd, Alexandria NSW 2015](https://www.google.com.au/maps/place/Step+Change/@-33.8705256,151.1952939,17z) [(02) 8030 8655](tel:+61280308655) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [Services](https://www.hellostepchange.com/services) - [Work](https://www.hellostepchange.com/clients/portfolio) - [Speaking](https://www.hellostepchange.com/speaking/ashton-bishop) - [Blog](https://blog.hellostepchange.com/blog/) - [Contact](https://www.hellostepchange.com/contact/) Search this site Search © 2026 Step Change ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Step Change Marketing", "url" : "https://blog.hellostepchange.com/blog/author/step-change-marketing" }, "datePublished" : "2014-10-08T13:00:00.000Z", "headline" : "Bundy Red Converts Bourbon Drinkers With Predatory Marketing", "image" : [ "https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/predatory_inspirations.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.hellostepchange.com/blog/bundy-red-converts-bourbon-drinkers", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.hellostepchange.com/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png" }, "name" : "Who How Global Pty Ltd" } } ```