Speight's Helps Mates Say 'Cheers' in Innovative Campaign via DDB NZ
Following on from Speight's popular 'The Dance' brand ad, Speight's has this week launched an innovative campaign extension: 'Cheers Beers' via DDB New Zealand.
This
second phase of the campaign is a fresh take on recognising the lengths
mates go to for one another, allowing mates to personally say 'cheers'
to that good sort in their life with a thoughtful box of 12 Speight's
Gold Medal Ales.
A dedicated campaign microsite
allows punters to dynamically edit Speight's iconic blue and gold
label, putting their mate's name front and centre, along with a
personalised message of thanks. Their customised pack of Speight's will
then be delivered to the recipient of their choice.
Geoff Kidd, Lion senior brand manager, says 'Cheers Beers' is a great way to bring to life the overarching brand platform in a way that rewards loyal customers and engages wider audiences.
Says Kidd: "I think this is a fantastic example of an idea which the true brand loyalists will love, and then they'll share it with their mates," says Kidd. "We've already seen some great examples doing the rounds on social of some really thoughtful (and funny) labels that people have made for their mates."
Shane Bradnick, DDB executive creative director, says he's thrilled with the way 'Cheers Beers' has come together and the response it's received from customers.
Says Bradnick: "It's a
great example that when you have fluent brand assets like "Good on Ya
Mate", Speight's connection with mateship, and even Speight's iconic
blue and gold label, the executions that can flow off the back of that
and the opportunities for effective creativity are endless.
Personalised Speight's Cheers Beers can be purchased here.
