Following on from Speight's popular 'The Dance' brand ad, Speight's has this week launched an innovative campaign extension: 'Cheers Beers' via DDB New Zealand.
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.
Kidd, Lion senior brand manager, says '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.
Says Kidd: "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," says Kidd. "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
Shane Bradnick, DDB executive creative director, says
he's thrilled with the way 'Cheers Beers' has come together and the
response it's received from customers.
Says Bradnick: "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.
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."
Personalised Speight's Cheers Beers can be purchased here