The Campaign

It’s long been a tradition for Kiwis to enjoy a pint when watching the rugby. But with world cup matches starting before 7am, there was a conundrum: what to drink? So we crafted a pint that could satisfy all Kiwis, regardless of age. For the Anchor All Blacks partnership we designed a limited edition commemorative ‘pint’ glass. At 425 ml, it was similar in size to a New Zealand ‘pint’ as served in bars the length and breadth of the country. The glass was frosted black with a 10ml transparent ‘lip’ at the top. And when filled to the brim with Anchor milk the effect was dramatic: the All Blacks Silver Fern and the Anchor tagline ‘go strong’ were cut from the black frosting and appeared to be ‘illuminated’ by the white milk. It also looked like a freshly poured pint of a well known Irish brew- a deliberate play.

Creative Execution

The promo was brought to life on social media with thousands of entries from around the nation, mid-way through the wider campaign the promo asked consumers and fans (both Anchor and the All Blacks) to share with us why they needed this limited edition glass and what glass they’d be replacing. After thousands of entries were received we selected 1000 lucky kiwis to receive the limited edition glasses and enjoy pint, on Anchor, in the semi-final and final games of the Rugby World Cup 2015

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion tapped into a nation’s behaviour, placing Anchor top of mind, with thousands of entries and conversations beginning around the limited edition glasses available. The promotion contributed to 20% of New Zealanders being more likely to consider the brand. The overall social content reached over 4 million people and got a total of 485,173 social interactions with the brand. This awareness over the 8 week campaign period meant we sold out of our 4million campaign black bottles, that’s 8million litres. Not including the spill over generated to other Anchor formats.

Explain why the method of promotion was most relevant to the product or service

Many New Zealanders had no idea that Anchor was a supporter of the All Blacks in their first world cup in 1935. We tapped back into the passion that we knew ran through the country, re-igniting a partnership and asking consumers and fans (both of Anchor and the All Blacks) to show us why they needed this limited edition glass. The promo had to stand out from the clutter in a world cup year, we had to make something desirable that had the product and fans at the heart of the idea– without the fans this idea simply wouldn't have worked.

Many New Zealanders had no idea that Anchor was a supporter of the All Blacks in their first world cup in 1935. We tapped back into the passion that we knew ran through the country, re-igniting our partnership in a world cup year and starting to talk to all kiwis again. In a world cup year where there is so much hype it was important we created something that was desirable and would stand out in the crowd, but at the same time had to have the product and consumers at the heart of the idea.