You may not know this but the Butterfly tastes with its feet- so it tastes everything it steps on, the pig has twice as many taste buds as humans and the Catfish has the most taste buds in the world. They are creatures with taste superpowers. These radio ads describe the tortured lives they lead because they have such sensitive tongues and then introduces humans, who despite being under qualified in the taste department, and almost totally isolated from any bad tastes, get to drink Bundaberg Red - a very, very smooth rum. It is the creatures that could appreciate Bundaberg Red the most that can never enjoy it and so we describe the rum as being as smooth as life is rough.