Following on from Speight’s popular The Dance brand ad, Speight’s has this week launched an innovative campaign extension: Cheers Beers.
This second phase of the campaign is a fresh take on recognising the lengths mates go to for one another, allowing mates to personally say ‘cheers’ to that good sort in their life with a thoughtful box of 12 Speight’s Gold Medal Ales.
A dedicated campaign microsite allows punters to dynamically edit Speight’s iconic blue and gold label, putting their mate’s name front and centre, along with a personalised message of thanks. Their customised pack of Speight’s will then be delivered to the recipient of their choice.
In the short time the campaign has been live, more than 2000 orders have been placed by mates across the country.
Lion senior brand manager Geoff Kidd said: “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.
“The executions that can flow off the back, and the opportunities for effective creativity are endless.”
“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.”
DDB executive creative director Shane Bradnick 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,” he said.
“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.”
CREDITS
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: DDB
Digital Agency: YoungShand
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
About DDB New Zealand
At DDB New Zealand we create influence for our clients by making original ideas that compel people to feel, do and think. This belief, combined with a genuine desire to drive tangible growth for our clients, has seen DDB ranked New Zealand’s most creative agency over the last 10 years by Best Ads on TV. DDB is part of the DDB Group, which also comprises TRACK (customer experience, CRM and data-driven marketing), Interbrand (strategy and design) and Mango (PR, experiential and social).
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