Monteith’s was in decline, loyalists were aging and unsure what their brand stood for. While the growth audience of younger craft beer drinkers couldn’t see how this ‘heritage’ brand was relevant to the conversations they wanted to have over a brew with mates.
We needed to transform the brand to be more relevant to younger consumers. Changing our traditional ways of communicating. The answer came from a new approach to media and a partnership to dramatize our new product launch of Monteith’s Patriot American Pale Ale.
Monteith’s American Pale Ale (APA) launch was our first opportunity to steer clear of mainstream beer behaviour. Forget our past of TVC’s, glossy product shots and historical regional credentials. The media had to become the message to get Monteith’s discovered by a wider and younger urban audience.
This media led strategy was simple; Act crafty, be memorable, become the story: Get talked about.
We didn’t have the budget to buy awareness, or the right to demand it. We needed an idea that our target could buy into over the long term while use of channels had to scream ‘craft’; Airplane banners, Billboards within billboards and a never attempted before, ‘one to one’ mobile billboard strategy.
Moreover, the product needed to be the hero – our New Patriot American Pale Ale needed to make a statement through acting crafty.
God bless America! It worked. Of the 1,505 new Craft SKU’s launched in 2019, The Patriot APA 12 pack was the No. 1 SKU launched for the year* and number 2 overall beer SKU launched in the year.
Most compellingly, the halo effect of this new launch turned Monteith’s brand decline into growth.
Creative | ASB "Borrow the All Blacks"
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
CXM | Investment Services Group (ISG)
With each of ISG’s brands bringing their own systems and processes, group-wide visibility of information did not exist. Davanti built a platform enabling total client centricity, business-wide i...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Creative | A Moment Against Silence
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Media | Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Media | Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
Creative | ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB. Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.
Media | Holden, Putting women in the drivers seat
Car buying, and especially when it comes to traditional, large engine cars such as Holden's, has long been seen as the domain of men. We set out to change that stereotype and deliver fantastic s...
Media | Fletcher Building, Intercepting Tradies
Dentsu Media turned a brand that was originally created as a pilot into a permanent reality and helped change the building supplies landscape in NZ forever.