BrandWorld Fast Moving Consumer Goods Award: NZ Lotteries

  • Marketing
  • September 8, 2011
  • Ben Fahy
BrandWorld Fast Moving Consumer Goods Award: NZ Lotteries

Youtube VideoThis time last year Instant Kiwi was losing relevance, players were lapsing out of the category and sales were going backwards. Unlike NZ Lotteries' jackpot games like Lotto, Strike, Powerball and Big Wednesday, which had all been rejigged, Instant Kiwi wasn’t selling the dream very well.

The way to get the country scratching again was clear: create more winners, offer higher priced games and provide more ‘decent’ wins. Instant Kiwi also needed to look better, be priced appropriately and be merchandised more effectively. And the whole of New Zealand needed to know about the changes from day one. But the big risk was channelling five percent of margin into prizes to improve the product experience. This meant sales had to follow—and quickly.

And follow they did, with a massive—and instant—sales uplift. While many international lotteries have embarked on similar programmes of transformation, none of them re-launched a completely new range of products, new in-store merchandising, and a new brand campaign all on the same day. And none achieved it all in just six months.

  • Full case studies of all the winners are available in the latest edition of NZ Marketing and the first 20 humans from within NZ to subscribe here will receive a copy of James Hurman's new book The Case For Creativityvalued at $40.

CATEGORY COMMENT: "Fast moving consumer goods, the things you eat and put on your skin, things that sit on shelves. I know that every FMCG person will be going “I think we do a little bit more than that'."

THE PEOPLE: Kirsty Larsen

THE PARTNERS: DDB, Spark, Interbrand, The Research Agency, Fast Forward, DTK


Frucor Beverages / PepsiCo Beverages Pepsi Max It Jobs summer campaign

Frucor Beverages Mountain Dew Code Red

Frucor Beverages BIG FIZZ

Frucor Beverages V Evolution


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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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