We’ve done it before and we can do it again, says Steinlager

Steinlager’s campaign to support the All Blacks during their attempted retention of the Rugby World Cup focused on the similarities between this quest and the 1905 Originals Tour, where the first team to be known as the All Blacks travelled six weeks by boat and won 34 out of 35 games. And ahead of the final on Sunday morning, DDB New Zealand has released some new print ads focusing on three remarkable stories from that journey. 

The nationwide ‘We Believe’ campaign saw the return of the limited edition white can, a lucky charm in 1987 and a nostalgic symbol of hope in 2011. 

“It’s been amazing to once again see Steinlager dominate the ABs sponsorship landscape using emotion and wonderful storytelling,” says DDB chief executive Justin Mowday. “But more impressive has been watching New Zealand buy white cans in their droves as a symbol of our belief in the team. I for one will be drinking out of a cold white can this Sunday at 5am!”

As the entry form to the Cannes Lions shows, the campaign certainly worked a treat in 2011. But DDB was unable to provide any sales figures since the campaign began and we have yet to hear back from Lion. 


Due to the early morning starts, there certainly appears to be less beer being consumed during the games, so if you can’t beat them, join them. In a clever touch, Steinlager and DDB created the Steinlatte cup for those who prefer a warmer brew to show their belief through beverages. 

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