Moa has its fair share of detractors, from threat-making Pakistanis to protective Frenchies to lesbians to those who disagreed with the imagery used in its, shall we say, unique prospectus. So it came as a shock to many when the trickster god of the Kiwi beer family was announced as a sponsor of the New Zealand Olympic team, a sponsorship we felt it did a fantastic job of leveraging online and in person at Kiwi house in London. And as part of its ‘Beer for Olympians’ campaign, it has had one complaint upheld and one not upheld by the ASA.
Browsing: Sunil Unka
Annual reports are usually about as exciting as a packet of ready salted chips, so we were impressed with Z Energy’s interactive effort, which saw Assignment Group and Heyday add a few bells and whistles in an effort to get people to actually pay attention to it. Investment statements are also pretty staid, but Moa certainly isn’t, so as part of the company’s forthcoming IPO, Geoff Ross and co. have tried to create a document people will want to read—and keep. And, in what it believes is a world first, it also includes paid third party advertising for Aston Martin, Working Style, Partridge Jewellers, Ecoya and Beretta.
Of all the NZ Olympic sponsors, Moa is perhaps the most unlikely, given its oft-controversial approach to marketing and the fact that it’s, well, beer, a substance not particularly well-renowned for improving athletic performance. But even though the NZOC is an organisation renowned for taking things pretty seriously, Moa, which celebrated a solid medal haul of its own recently, has still been able to have a bit of fun with its sponsorship activity.
Moa has gained a reputation as the trickster god of the Kiwi beer fraternity with its cheeky, often controversial and, some might say, 42 Below-esque approach to marketing. Last year it gave the French the finger and became a slightly unexpected sponsor of the New Zealand Olympic team. And now it’s put the cat amongst the pigeons by kicking off a rather heated debate about what it calls ‘craftwashing’. Moa’s marketing manager Sunil Unka looks back on 2011.
Given Moa’s well-established reputation for marketing cheekiness and the involvement of Pead PR, Darryl Parsons and the lads behind 42 Below in the small but growing beer business, the StopPress cynics initially thought the announcement about the craft brewery signing on as a sponsor for the New Zealand Olympic Team had to be some kind of brazen stunt; another brave/foolish/possibly illegal attempt to gain attention at whatever cost. But, somewhat surprisingly, it’s all true, and Moa is now officially the ‘Beer for Olympians’, the first time a craft brewery has held this level of sponsorship in New Zealand or, as far as the Moans know, the world.