This case study describes how Steinlager Classic, a New Zealand beer brand owned by Lion Nathan, leveraged its home country's hosting of the Rugby World Cup (RWC) to engage drinkers and grow its equity, in spite of its rival Heineken being the official tournament sponsor.
Steinlager: Believe
DDB Group NewZealand Auckland
Advertiser: Lion NathanBrand: SteinlagerCountry: New Zealand
Objectives
For a country of New Zealand's size (4.4 million), the Rugby World Cup was quite a big deal. Promising riches, national unity and international...