LIQUOR IN­DUS­TRY

New Zealand Marketing - - Insight Creative -

KEY IN­SIGHT

While tra­di­tion re­mains im­por­tant to liquor brands, so is creativ­ity. It’s likely Stein­lager stands out for its bold un­veil­ing of Tokyo Dry, which saw a lo­cal hip-hop dance crew fused with Ja­panese im­agery. Stein­lager is act­ing the way agen­cies want their clients to; as one sur­vey agency re­spon­dent pointed out, clients should have the brav­ery to com­mit to bold ideas. On the other side of the spec­trum is Speight’s, which is per­ceived as tra­di­tional and not very cre­ative.

TOP PER­FORMER

Stein­lager

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