Speight’s’ catchrcy, Good On Ya Mate, has featured in its advertising since the ‘90s. It moved to the forefront of the brand’s campaigns in 2018 with The Dance by DDV Aotearoa and Sweetshop director, Steve Ayson, that updated the old-school view of friendship with a new, more emotionally evolved, expression of masculinity plus an intermingling of heart-warming emotion and subtle humour. It has helped the brand to rise ever since, to become the number one beer brand in New Zealand by both volume and value, an honour it hasn’t held for over a decade.
DDB Aotearoa has launched a new Good On Ya Mate campaign, directed again by Steve Ayson, in which a mate finds the courage to overcome that challenge of putting his feelings into words – and singing in public to a rendition of Donna Lewis’ classic hit, I Love You (Always Forever).
Rory McKechnie, creative director at DDB Aotearoa, commented, “We know that backing your mates isn’t always easy or like a Hollywood film. True mateship is real and it’s awkward, but you do it anyway. This campaign is specifically geared towards younger Kiwis who embrace vulnerability and are willing to tell their friends how they feel. Speight’s growth in recent years just proves that the message of mates being better mates is something that rings true with Kiwis.”
Craig Baldie, managing director at Speight’s owner, Lion NZ, stated, “The Good on Ya Mate platform has been incredibly successful in connecting with our audience and as a result, Speight’s has experienced significant growth, double digit sales and is now the top beer brand in the country. Our consistent message around mateship is what sets Speight’s apart as it’s arguably the only beer brand in New Zealand that’s playing in that meaningful space.
“This latest campaign reinforces this message and the values of camaraderie that Speight’s stands for. Kiwi guys pride themselves on being a good friend, but the pressure and pace of modern life is changing in terms of what mateship looks like. The importance of looking out for each other, the occasional sacrifice, opening up and being vulnerable are no longer seen as a weakness but a strength and a necessity.”
The campaign covers TVC, out of home, social and PR, with more to come.
Credits:
Agency: DDB Group Aotearoa
Production Company: 3 & 7
Director: Steve Ayson
Producer: Jimena Murray
DOP: Marty Williams
Offline Editor: Lucas Baynes, ARC
Colourist: Matic Prusnik
Online: Blockhead
Sound Mix: Cam Ballantyne
Music Licensing: Jonathan Mihaljevich, Franklin Road
Media Agency: MediaCom New Zealand
Client: Lion (Speight’s)
Managing Director Lion NZ: Craig Baldie
Marketing Director Australia: Rachel Ellerm
Brand Director – Beer: Jeremy Meech
Speight’s Marketing Manager: Kris Hansen
Speight’s Assistant Brand Manager: Mikayla Corbett
Connections Director: Adam Daysh
Connections Lead: Ella Fairley
Connections Planner: Rachel Wilson
Creative Operations Manager: Cherie Mason
