Steinlager: Believe

Categories: Fast Moving Consumer Goods (FMCG)
Most Effective Integrated Campaign
Best Strategic Thinking
Agency: DDB
Client: Lion


The biggest party was in town, and Steinlager was not invited. Long-time sponsor of the All Blacks, Steinlager was restricted from leveraging this when 2011 Rugby World Cup (RWC) fever struck New Zealand. But this did not stop Lion and DDB from devising a clever campaign to boost sales and show the brand's support for the national team. A simple white can held the answer and is responsible for winning a Gold Effie in the Fast Moving Consumer Goods (FMCG), Most Effective Integrated Campaign and Best Strategic Thinking categories, along with being awarded the coveted Grand Effie Award.

Key learnings

The last time the All Blacks had won the RWC was in 1987, when Steinlager came in a white can. Since then the beer market had changed a lot, and winning the Webb Ellis trophy has slipped from the All Blacks hands many times. However, Steinlager had been an unconditional supporter of the All Blacks throughout this time, and this held the key for DDB to win the hearts of Kiwis.

Marketing challenge & objectives