Speight’s has launched a campaign extension called ‘Cheers Beers’, which allows Kiwis to thank their mates for good deeds with a personalised box of 12 Speight’s Gold Medal Ales.
People are able to edit the Speight’s blue and gold label with their mate’s name along with a message of thanks. The customised pack is then delivered to the recipient of their choice.
On Speight’s Facebook page, a 30 second spot from YoungShand, has a young man taking mail up some rickety stairs day in, day out, and through all sorts of weather. One day he reaches into get the mail and pulls out a personalised Speight’s bottle. Then a voice calls out "good on ya mate" and it transpires that the young man has been delivering the mail to his friend with a broken leg.
It follows on from The Dance, by DDB, which celebrated modern mateship by following a workmate teaching another how to dance for his wedding night. The Dance, as with ‘Cheers Beers’, reinstates the tagline ‘Good on Ya Mate’ which encapsulates the values Speight’s stands for such as generosity and friendship.
Speights has done similar campaigns involving mates helping, or thanking mates, including the ‘I will’ campaign where people asked friends for a lending hand with unfinished projects to win prizes.
Geoff Kidd, Lion senior brand manager, says ‘Cheers Beers’ is a great way to bring to life the overarching brand platform in a way that rewards loyal customers and engages wider audiences.
“I think this is a fantastic example of an idea which the true brand loyalists will love and then they’ll share it with their mates. We’ve already seen some great examples doing the rounds on social of some really thoughtful, and funny, labels that people have made for their mates.”
Shane Bradnick, DDB executive creative director, says he’s thrilled with the way ‘Cheers Beers’ has come together and the response it’s received from customers.
“It’s a great example that when you have fluent brand assets like “Good on Ya Mate”, Speight’s connection with mateship, and even Speight’s iconic blue and gold label, the executions that can flow off the back of that and the opportunities for effective creativity are endless,” says Bradnick.
“It’s also something that only makes sense when you have built an iconic, famous brand like Speight’s, and cemented those positive brand associations that go along with that. A consumer isn’t going to want to engage on this sort of personal level with just any brand. Kiwis are actively engaged in the Speight’s story, and the early success of this campaign demonstrates that.”
National Marketing Director: Craig Baldie
Category Marketing & Sponsorship Director – Beer: Ben Wheeler
Marketing Manager – Mainstream Beer: Jane Dempsey
Senior Brand Manager – Mainstream Beer: Geoff Kidd
Assistant Brand Manager – Mainstream Beer: Gen Brown
Agency credits: YoungShand
Creative Director: Scott Maddox
Senior Art Director: Jack Wadham
Senior Copywriter: Daniel Nelson
Account Manager: Libby Houghton
Strategy Director: Jesse Kelly
Agency credits: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Senior Art Director: Zac Lancaster
Senior Business Director: Jennifer Travers
Senior Business Manager: Michael Doolan
Executive Planning Director: Lucinda Sherborne
Web Execution and logistics: Satellite
Digital Agency: YoungShand: