Kiwi Lager pays the nation to spread the news of its return in new campaign via Motion Sickness
Through the mists of time emerges a lost national treasure, an iconic brew that once filled the proverbial belly of the nation. Kiwi Lager, New Zealand’s lost lager, which is now back as shown in DB Breweries’ new campaign via Motion Sickness.
Ask any regular at your local drinking hole about the legend that is Kiwi Lager, and they’ll tell you. There were Kiwi Lager boats, Kiwi Lager trains, planes (probably) and even jerseys! Kiwi Lager sponsored everything from the 1988 Olympic Team to the 1990 Ironman. Not to mention, the brand was once voted the ‘best beer in the world.’
After a few decades absent from the shelves the legendary Kiwi Lager, complete with the original retro logo and the famous green and gold cans, is now back and ready for a return to greatness.
Sam Forrest, senior marketing manager of domestic brands at DB Breweries, explains that the challenge for the launch campaign was the disparity between the beer’s ‘greatness’, and the budget: “We’re really excited about bringing this iconic Kiwi beer back, but when you’re bringing a budget beer to market, you unfortunately don’t have a lot of money left over for billboards.
“But, we thought, who needs billboards when you have garden sheds, hay bales, and pie tops to tell the nation of your return? With this campaign we’re asking the fair people of New Zealand to offer up anything they own, for us to brand, to spread the news of Kiwi Lagers return.
“And here’s the kicker, once we have approved the suggested spot, we’re even paying people for it. Yep, not only did we bring back a lost beer, we created our own inorganic-organic media network just to tell people about it.”
Client – DB Breweries
Marketing Director – Fraser Shrimpton
Marketing Manager – Sam Forrest
Brand Manager– Eddie Commons
PR Manager – Natasha MacKenzie
Agency – Motion Sickness
Executive Creative Director – Sam Stuchbury
Business Director – Alex McManus
Senior Creative – Will Macdonald
Creative Copywriter – Sylvia Humphries
Graphic Designer – Nicholas Jamieson
Account Manager – Dora Fedaeff
Production Company – Motion Sickness
Director – Sam Stuchbury
Producer – Joseph McAlpine
DOP – Tim Flower
1st AC – Natsuki Arai
2nd AC – Freddy Riddiford
Gaffer – Spencer Locke-Bonney
LX Assistant – Finn Shadbolt
Sound Recordist – Steven Harris
Wardrobe Stylist – Anna Maxwell
Location Manager – Craig Tikao
Editor – Jolin Lee
Colourist – Matic Prusnik
Audio Post – Bigpop Studios
Media – Dentsu
23 Comments
This is really well edited. Hard to look away. Maybe could have been a 45 though. Love that there’s a strong idea behind it, rather than just an ad. Will be DM’ing. Well done. MS are really coming to the table these days.
I really really like this.
Hat tip to the DB marketing team for finally targeting one audience, rather than trying to appeal to all.
Well done MS/DB, liked this.
Refreshing to see a beer being a beer
How many comments above come from the agency? How about 4. This is average and looks like a lot of other work from MS.
Thinking back to the 80s & 90s, Kiwi Lager wasn’t a very popular beer. DB Draught, Rhieneck, Tui, Speights, Lion Brown & Lion Red were huge. I ddn’t know anybody who drank Kiwi Lager.
Xerox you are a minuscule, mean-minded dick.
And, no, I don’t work for Motion, I just abhor the pinched pointlessness of your posts.
Can we stop relying on ‘humorously awkward’ conversations to carry ads, it’s such a cheap tactic. Also no-one cares, beer has moved on.
Like a lot of their work, it’s a copy of a copy of a copy of a copy of a copy of other ads.
Like the whistle gag. I half expected Rhys Darby to turn up.
But at least it’s cheap.
Best thing I’ve seen this year.
and i still like it
I like it. Like applaud said, refreshing change from. showing every possible drinker in an aspirational situation. Nice one MS
I agree with all your comments, but assuming this is a social media campaign to target those who used to drink Kiwi Lager in the 90s, most wont be on social, know what DMs are etc.
Love this. Well done Team DB
Radness
Nice
Made me smile. Lots of nice moments.
Whoever it was saying it’s a copy of a copy of a copy of other ads: please post said ads.
I think I’d enjoy those, too.
Genius.
Clipping the ticket in multiple ways + doing great work.
Did it better. I still really enjoyed it. Got a giggle.
Kiwi Lager in the good ole green and gold can. WTF
Grew up underage-drinking this god-awful swill, because it was cheap and nasty. But, that said K-Lager definitely deserves it’s legendary status. Decent TVC, strong campaign idea and best local print I’ve seen in a while. Bumper’s pretty good too.
Funny, simple, good casting
I love the print ad. Copywriter, take a bow.