Steinlager recently launched a fairly brave and entertaining responsible drinking campaign called ‘Be the artist, not the canvas’ that showed some creative/violating uses for marker pens, aimed to poke fun at those who over-indulge and marked a slight change in strategy for the brand. And, as brand manager Michael Taylor says, it’s gone down a treat with the punters.
Marketing, advertising & media intelligence
DB's new marketing director, changes at Lion, DraftFCB recognised as one of the country's best workplaces, Cooney heads for Swaytech, Media Design School grads go fulltime at Sugar & Partners, Marc Ellis swaps More for less and Auckland Airport brings a digital boffin into the fold.
In these fragmented, digital times, the allure and impact of big, expensive brand ads is on the wane. Content marketing is increasingly filling the void and the industry is starting to recognise that substance is more important than style when it comes to advertising. And it’s about time, says Mike O’Sullivan, executive director at BrandWorld and recent inductee into the TVNZ Marketing Hall of Fame.
Beer drinkers who want to take a step towards becoming beer connoisseurs can now look forward to Lion's latest content marketing campaign on TVNZ.
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.
Beer is fragile and precious cargo for many Kiwi blokes and blokesses, so Lion's beer insurance campaign for its Crafty Beggars range isn't nearly as absurd as it might sound.
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According to the latest figures, Kiwis consumed 20 million fewer litres of beer in 2012 than the year before, something put down to a combination of average summer weather and a general shift away from the brown stuff towards wine and spirits. But there is growth in craft beer and Lion is continuing to get in on that act with its new Crafty Beggars range, "a craft beer you can actually drink".
Waikato-based advertising agency King St is feeling pretty chuffed with itself, having snapped up the business for Lion’s Waikato Draught brand, in a move pitted as restoring the brand “to its glory days”.
The Southern Man has been a feature of Speight's advertising—and a prominent feature of Kiwi pop culture—for many years, so any major change to the much-loved advertising figure is obviously fraught with danger. But times have changed. And, while New Zealand might not have too many skyscrapers, the new Speight's campaign aims to show that we've got our priorities right.
It's pretty tough going for the mainstream beers at the moment, with all the growth coming from the craft category and the old stalwarts struggling to keep up as palates change and new tipples tickle fancies. Speight's Gold Medal Ale is still the country's most popular beer brand by volume, however, and the brand has recently tried to become more craft-like and even branched out into—block your ears Southern Men—cider. So, in an effort to create a more cohesive family unit and ensure the flagship variety continues its reign, the brand has been given an overhaul by Dow Design.
They take you on that journey’: Briscoe Group’s Fiona Stewart on partnering with Data Insight to deliver tangible business results
In the world of advertising, the portrayal of men often tends to be split into two major categories: the hyper-masculine, sex-fuelled, beer chugging, sport-loving creature or the hapless, helpless dunce incapable of doing even the simplest of tasks without the help of a female. Of course, there are many exceptions to that stereotypical rule, but both ends of this spectrum are often seen as being low hanging fruit. But, as part of Lindauer's Girl's Night Out campaign, Lion and DDB have picked that fruit, put it into a bottle and given it a good shake with a 90 second TVC by the Roadmap Institute called 'Don't Worry Boys'.
We broke the story about Andrew Stone leaving Droga5 on Friday to spend more time with his family and do some consultancy work. And that high-profile departure, combined with the recent loss of its foundation client ASB to Saatchi & Saatchi, led to a fair bit of speculation that Droga5 was in a bit of trouble. But Mike O'Sullivan, who has stepped up to fill the leadership role, says the doors are still well and truly open and, with a few new clients and a new management team, the agency is poised for growth.
Since Steinlager Pure was launched in 2007, Lion has used big name American actors to endorse the brand, with the likes of Harvey Keitel, Willem Dafoe and Vincent Gallo gracing our screens and stroking our egos in the past campaigns made by Publicis Mojo. But after a hiatus from Kiwi TV screens as its big brother's white cans took over during the RWC—and with DDB now as its lead agency—it's ready to launch its next campaign on Sunday. And for the first time the new mascot is a Kiwi: successful director, actor and all-round funny man Taika Waititi.
The Advertising Standards Authority has ruled that a church billboard proclaiming “Jesus Heals Cancer” that was erected by the Equippers’ Church in Napier and an ad for Waikato Draught that linked itself with the Chiefs in a Waikato Times supplement have crossed the line.
In an effort to get St Paddy's Day in the Guinness Book of World Records, Zephyr recently enlisted the help of Irish comedian Jimeoin for its outstanding Guinness campaign. And it's kept the star-studded momentum flowing with the launch of a new campaign for McKenna starring David Duchovny.