Whichever term you use – Oceania, Australasia or even Antipodean – one certain thing about this year’s Rugby World Cup Final between Australia and New Zealand is that most of the supporters are going to have to get up early to watch the big game.
So All Blacks sponsor Steinlager has offered a hand to help New Zealand rugby fans get up early to watch the match in the form of the ‘Steinlatte’.
The famous beer brand claims it has ‘responded to the call of the whole nation’ by introducing the Steinlatte coffee cup – which it describes as ‘the cup to bring it home’.
In total, the brewer is supplying 20,000 disposable Steinlatte branded cups to bars, restaurants and consumer across the country.
According to the press release accompanying the launch: ‘Steinlatte coffee cups will be available throughout the country to give rugby fans another way to help them show their support, and of course, give them something to grip hold of (in the tense moments’.
Steinlager owner Lion, working with agency DDB, is leveraging its All Blacks partnership rights and neatly skirting around the protective legislation by not specifically mentioning the beer’s brand name.
The DDB team on the initiative included chief creative officer Damon Stapleton, executive creative officer Shane Bradnick, senior copywriter Rory McKechnie, senior art director Nicole Sykes, designer Jason Vertongen, senior account director Jenny Travers.
The PR push was handled by The PR Shop’s Pippa Lekner and Tom Frankish, while media was run by ZenithOptimedia’s Alex Lawson and Kate Gamble.
‘Steinlager has always supported Kiwis doing great things on the world stage so it’s only appropriate that the iconic white can – a symbol of belief – take on a different format to accommodate morning supporters,’ says Lion beer marketing director Ben Wheeler.
‘Watching the footy at night and toasting the team with a cold Steinlager white can, it’s a classic Kiwi past time. Likewise, toasting and breakfast also go hand in hand, usually with a bit of Marmite and most of the time … a little burnt. With the games currently being played in the small hours of the morning, your team needs you to share your belief a little earlier than usual,’ he adds
Comment
While some of the cups may end up crushed by stressed supporters gripping them too tightly during tense moments in the game, but we predict the mighty All Blacks will ensure most of the branded vessels come through the game unscathed.
Indeed, while some may well get used for an early morning wake-up coffee, we predict that most of them will be filled with something a bit stronger and more celebratory.
The cup campaign is a neat tactic which, while it doesn’t exactly dovetail with Steinlager’s central RWC 2015 campaign ‘Originals’ (see case study), it certainly follows the strong tradition of Rugby World Cup campaigns that help fans on the opposite side of the world from the host nation deal with the problematic time differences.
These include O2’s ‘Get Up For England’ breakfast giveaway during New Zealand 2011 (see case study), as well as Australian work from sponsors of the All Blacks 2015 final rivals the Wallabies such as Qantas‘Late Night Guides’(see case study), Samsung’s RWC wake-up alarm apps (see case study) and Land Rover’s personalised pyjamas (see case study).
Links
Steinlager Website:
Steinlager YouTube:
https://www.youtube.com/user/SteinlagerNZ
Steinlager Twitter:
https://twitter.com/steinlager
All Blacks Website:
All Blacks Twitter:
https://twitter.com/AllBlacks
@AllBlacks
All Blacks Facebook:
https://www.facebook.com/AllBlacks
All Blacks YouTube:
https://www.youtube.com/user/nzrugby
DDB NZ:
