Steinlager Pure – David vs. Goliath

Category: FMCG
Agency: Publicis Mojo
Advertiser: Lion Nathan


Steinlager Pure had an incredible start to life. It smashed all objectives and became a serious player in the premium beer market in a short space of time.

The European brands had had the premium market all to themselves, Steinlager Pure let them know in year one that it meant business. Year 2 was always going to be a high pressure year for Pure.

The expectations were huge. Armed with a new piece of communications built on the insight that New Zealanders are the David's taking on the Goliath's of the world to protect of our country's purity (and of course our beer) Steinlager Pure reached new levels.

New Zealanders moved in their droves from International Premium beers to Steinlager Pure, volume grew by 169% all whilst charging a premium over the market leader.