Y&R NZ 2012-14
Cheers! was created to engage the majority of Kiwi drinkers – who saw their drinking as normal, and didn't relate to problem-centric messaging.
So we created a brand that didn't talk 'moderation' in terms of avoiding bad outcomes, but as a way to enjoy better ones – using venue/point of sale channels to establish the brand with drinkers, without a heavy media spend.
Y&R NZ 2012-14
This approach positioned Cheers! as the drinker's ally... not telling them what to do, but instead, making it easy (or appealing) for them to do it.
And it shaped our first major initiative – which took on a major barrier to change, gained nationwide attention for a budget of less than 60K, and put a practical solution right into drinkers hands.
Y&R NZ 2012-14
The Standard Drink campaign achieved over 2 million media impressions on day one – and nearly 4 million over the first two weeks.
Over 10,000 Standard Glasses were claimed in the first day alone, and once our initial run was exhausted, glasses were produced to order for corporate and individual adopters around NZ.
Y&R NZ 2012-14
At the 2014 Sevens, we had a budget of less than $5000 - and a brief to create a single 30 second message for the big screen, reminding audiences to eat as well as drink.
Instead, we created a Facebook promo that got audiences 'tackling a burger' in the stands - to tackle one on the field and win tickets for 2015... achieving a 25% increase in burger sales, and eight 2-minute pieces of branded content, for the same budget.
Y&R NZ 2012-14
This social video was designed to get parents to rethink the way they talked about alcohol to their teenage kids - and the attitudes they passed on around drinking.
It was a potentially confronting message - but by delivering it through an unexpected 'filter', we made it entertaining, accessible - and gained greater exposure for budget through social sharing and PR.
Y&R NZ 2012-14
While this one, was targeted at casual 'wine tasters' - positioning a more moderate way of drinking at wine tasting days, as a way of looking - and tasting - like an expert.
