Speight's Summit Lager – Don't mess with nature

Category: New Product or Service Introduction (Gold); Return on Investment (Gold)
Agency: Publicis Mojo
Advertiser: Lion Nathan

SUMMARY

Don't Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way. Speight's Summit Lager's launch into the New Zealand market did more than simply add a new beer to Lion Nathan's portfolio, it grew the trademark, created a new category and attracted a younger generation of drinkers to the brand.

MARKETING CHALLENGE

Speight's started off as a regional brand and has grown to be the largest beer by volume in the New Zealand market. It is doing well as a beer brand. Speight's Gold Medal Ale as a mature brand was still managing to secure small amounts of growth, even though the mainstream beer category is in decline.