It's certainly not the best of times for mainstream beer, with volumes generally decreasing due to changing tastes and the proliferation of other booze options. But there are still strong loyalties to certain drops. And Lion's Waikato Draught and Hamilton agency King St have devised a regional outdoor and radio campaign to tap into that.
Lion brand manager Shane Bloor says the campaign is running across the Waikato and Bay of Plenty, where Waikato Draught is the number one beer brand. He wouldn't provide sales or volume figures but says it "continues to out-perform competitors in the everyday part of the market in this region".
"Consumers have told us they are immensely proud of their region, they want the region's beer to be showing the same pride," he says. "Local Rules is aimed at communicating a sense of this local pride. It’s a trusted local brand reminding people that the way things are done around here is worth celebrating."
King St account director Ami Muir says the region is "long overdue for a campaign that promotes our uniqueness and place in the world, and there’s no better brand than Waikato Draught to lead the charge".
The campaign features billboards throughout the region, with nine quintessentially macho and parochial rules like 'always finish your greens', 'a mancave without Waikato is just a room' and 'if it didn't have a mother it doesn't go on the BBQ', kicking things off. And Muir says the agency is "looking forward to developing a whole new rule book."
Josh & Jamie won the Waikato Draught account off Publicis Mojo shortly before being acquired by Assignment Group in 2010. And King St won the account in the middle of last year.