Monteith’s turns poetic for legacy
At the centre of the campaign, “We've Followed No One,” lies a “poem”.
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AdWeek reports that US beer advertising has increased 400% in the past 40 years but Americans are drinking less here.
Falling mainstream beer sales from DB and Lion indicate a similar trend is happening in New Zealand.
Customer taste palettes are becoming increasingly diverse, leading to an increase in cider and craft beer consumption.
Dominant beer players Lion and DB now have a wide range of these products and for the latter, Monteith’s is its crown jewel.
The brand has released a new integrated campaign that features the origins of the brewery - the gold rush on West Coast. (See the ad below)
At the centre of the campaign, “We’ve Followed No One,” lies a “poem”.
It begins: “When we came here, there were no roads or sign posts or maps to lead the way – only lamp light to illuminate the caves. We dug to find gold and drank to stave off the cold.”
Colenso BBDO, the agency behind the campaign, says the ad shows off much of the West Coast including Karamea, Bruce Bay, Hokitika Gorge, Franz Josef, Blackball Hilton and the Monteith’s Brewing Co in Greymouth.
The College Hill-based agency says the campaign will roll out over the next few months and the initial digital component will give one person the keys to the brewery “so they can create their own liquid gold.”
Campbell Gibson for NBR Food Industry Week
Fri, 24 Apr 2015
Fri, 24 Apr 2015
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Monteith’s turns poetic for legacy
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