Steinlager has launched a laundromat called the Black Laundry as the centrepiece of its latest campaign Colour Yourself Loyal. Alongside the activation, the brand has also heralded the return of its white cans, marking the start of a (hopefully) successful tournament.
Running until the start of November, and open ahead of every All Blacks match, Steinlager wants to inspire Kiwis to show their true colours by sacrificing an item of clothing and dying it black – with one Auckland woman already having dyed her wedding dress.
Fans who are over 18 can bring any garment to 450 Karangahape Road to be dyed and dried. People must book to secure a spot.
To ensure Kiwis from across the country are given an opportunity to take part, an online competition will run on social media for fans outside of Auckland to get involved in. The ‘Steinlager Black Mail’ competition launches Monday, 30 September, with one winner picked each day over the duration of the campaign to have their garment sacrificed.
DDB New Zealand’s executive creative director Gary Steele says they wanted to promote nationwide camaraderie and inspire people to do something a little different to show their loyalty to the All Blacks.
“Steinlager has been proud to support the All Blacks for many years. To demonstrate that support and make it feel fresh in 2019, we knew we needed to do something special.
“What we’ve created is a campaign that celebrates the way the All Blacks help Kiwis put aside their differences and come together in support of something bigger than themselves.”
Rachel Ellerm, Lion’s national marketing director, says the power of ‘Colour Yourself Loyal’ platform has been demonstrated through the way it has been brought to life in so many ways, in such a comprehensive integrated campaign.
“From our teaser film to the incredibly immersive experience of the Black Laundry to our in-store activation – this is a campaign with so many moving parts but they all have that singularly compelling unifying thread,” Ellerm added.
“I’m hugely excited to see Kiwis engage with this campaign and encourage fans of the ABs to get out there and Colour Yourself Loyal.”
The campaign is rolling out with a 45” and 15” TVC, an online booking platform for the Black Laundry, extensive social media coverage supporting the laundry and Black Mail competition, a New Zealand Herald false front cover advert, radio promotions and an exclusive with The Project with a competition to give away a $10,000 cash prize.
As well as the Black Laundry, Steinlager has brought back its iconic White Cans. The limited-edition can was originally available between 1981 and 1992. Steinlager brought back the White Can in 2011 and 2015 in support of the world cup.
Steinlager brand manager Kate Abercrombie says this “is a huge year for the All Blacks, and as an unconditional and long-term supporter of the team, we decided to re-launch the 'White Can' to show that we’re backing our boys.
“Once every four years, we all unite together to colour ourselves loyal in support by wearing black and raising a Steinlager White Can. Loyalty to the team really is just black and white.”
Steinlager Classic White Cans are available in supermarkets and liquor stores nationwide for a limited time.