Background

Despite being one of New Zealand’s most beloved beers, Speight’s was suffering from being a huge fish in a shrinking pond. Consumption of the once mighty mainstream beer category was in freefall, and sales of Speight’s fell with it. Speight’s initially responded by creating a reinvigorated line-up of brews in growing segments like craft and flavoured lager. But Speight’s total volume and value growth had dropped -2.1% and -1.4% respectively. Replying on new products alone to drive the brand wasn’t working. So, Lion changed the focus - revive the masterbrand with the following objectives: • Create fame for Speight’s; growing awareness, talkability and advertising love. • Ignite strong feeling for Speight’s; strengthening emotional appeal. • Translate Speight’s fluent values for today; give its old-fashioned values of mateship modernity. • Turn Speight’s volume and value decline to growth. • Accelerate the success of new Speight’s product launches for future growth.