Steinlager: Live Dive

This case study describes a campaign by Steinlager, the New Zealand beer, that grew market share by turning a largely unknown sport into a live national sporting event.

Steinlager: Live Dive

Agency: DDB Group New Zealand

Challenge and business objectives

Steinlager, a New Zealand beer, has always supported New Zealand indigenous sporting events and sporting heroes. However, by 2013, in the face of aggressive competition from Heineken, Steinlager was losing market share. And we could no longer rely on national sports teams to carry us on their shoulders. We needed to tell a new story.

Idea

Enter William Trubridge, a New Zealander, the world's best freediver and 15X World Record breaker. But unlike sportspeople Steinlager had supported in the past, William was virtually unknown in his home...

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