Brief Explanation

Following two years of heavy discounting to maintain market share, Steinlager decided enough was enough. To avoid a race to the bottom on price, Steinlager had to reassert itself as New Zealand’s favourite premium beer and in doing so justify a rise in price. However unfortunately our usual tried-and-tested approach of aligning with a high-profile national sports team or jumping on a major sporting event wasn’t going to cut it this time. Our consumers had moved on so Steinlager needed to too. The brand needed to find a new way to connect with New Zealanders; a mature and contemporary expression of what it means to be a New Zealander today. Enter William Trubridge. A determined, inspiring, understated Kiwi who also happens to be a 15x World Champion Free diver. Coming from a niche sport with minimal media coverage, William was unknown to most New Zealanders. Yet he embodies the characteristics that New Zealanders love to see in themselves; ambitious, determined, modest and imbued with a defiant sense of independence. Coming from the edge of the world has meant we New Zealanders have always had to do things our own way. What better brand than Steinlager (also a plucky local that has taken on the world’s best and won) to bring William to the nation’s attention and get the whole country behind his latest world record attempt? Steinlager secured national TV coverage of William’s attempt, which, although ultimately he was unsuccessful, proved to be an outstanding success nonetheless. New Zealanders across the country embraced a new national hero and fell in love with Steinlager once again. In fact they drank enough ‘Steiny’ to increase annual sales by 9% and lay the groundwork for a price rise in early 2015. What this case proves is that although retailers have become all powerful in determining the fortunes of FMCG brands, brand owners still have the power to fight back. By investing in a brand and capturing emotional equity with consumers, brands can redress the balance of power that has, in recent years, tipped in the retailer’s favour. If there is to be a long term and sustainable future for brand owners then we must start believing in investing in brands once more. Creativity is a necessity in the battle to effectively win over the hearts, minds and wallets of customers. As Steinlager has proved, creativity remains the most powerful force in business today.