Speight's: The dance

Mainstream New Zealand beer Speight's needed to strengthen its brand and connect with younger drinkers to defend sales and share in a shrinking market, so it ran a campaign offering a new interpretation of its value of 'mateship'.

Campaign details

Brand: Speight'sBrand owner: LionEntrant company: DDB Aotearoa, AucklandMarket: New ZealandSector: Beer & ciderMedia channels: Cinema, Online video, Packaging & design, Programmatic display, Social media, Television, Video on demand, Websites & micrositesBudget: 1 - 3 million

Executive summary

Speight's Dance transformed one of New Zealand's most iconic beer brands and redefined modern mateship. One of Speight's most significant pieces of communications in two decades, it catapulted the brand back into cultural conversations and won back drinkers.

The impact was immediate and seismic, creating a chain reaction...

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