How "The Dance" reversed Speight’s Beer's 36% sales decline

Speight's Beer
Written By On Strategy Showcase

Lucinda Sherborne
Executive Planning Director
DDB, New Zealand

Connect with Lucinda
LinkedIn / Agency Site

Rachel Ellerm
National Marketing Director
Speight’s Beer @Lion, New Zealand

Connect with Rachel
LinkedIn / Lion

 

This heart-warming 2021 award-winning New Zealand campaign turned around a 36% decline in sales while demonstrating how an iconic brand can be refreshed without abandoning its core.

 
 

“The Dance” helped turn around a 36% decline in sales and expanded the definition of the Speight’s drinker to a far wider audience.

Earlier work focused on the more heroic and stoic male figure who defined an earlier trope of southern New Zealand masculinity.

 
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