Steinlager Pure: Deep Dive

This case study shows how Steinlager, a New Zealand beer brand, defended its price premium with a celebrity-backed, social media-focused campaign.

Steinlager Pure: Deep Dive

Jack Murphy

Campaign details

Brand: SteinlagerBrand owner: LionLead agency: DDB New ZealandContributing agencies: ZenithOptimedia, InMobi, The PR ShopCountry: New ZealandIndustry: Beer & ciderChannels used: Events & experiential, Internet - microsites, Internet - search, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Sales promotion, Social media, TelevisionMedia budget: 1 - 3 million

Executive Summary

In the midst of heavy discounting to maintain its market share, Steinlager decided enough was enough. To avoid a...

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