Steinlager All Blacks – Man Cave Chair


The Need

Lion Beer wanted to show their support for the NZ All Blacks in the 2011 Rugby Cup and promote their ongoing sponsorship through Steinlager beer. Their goal was to increase sales and visibility over other beer brands throughout the Rugby World Cup. JPS Marketing Ltd was asked to incorporate the key male demographic and design a high end product fit for a ‘Man Cave.’

The Solution

JPS designed the perfect brand integration with the All Blacks Steinlager Cooler Chair. This black arm chair came complete with cup holder and a pull-out cooler drawer that doubled as a footrest. Featured in the majority of liquor stores around New Zealand as an ‘enter to win’ draw to encourage Steinlager sales. The cooler chair was one of the most successful competitions of its kind and succeeded in securing prime floor space at a time when liquor stores were inundated with promotional products surrounding the Rugby World Cup.

The Result

The campaign  resulted in revenue and market share increases that exceeded the client’s goals,  and the chairs were a real hit with the recipients.  “The Cooler Chair definitely was one of the most successful in-store competitions seen in a long time” said a spokesperson for Lion.

In addition to a great result for the client, the campaign earned JPS Marketing the Platinum Appa Award for Promotional Excellence.  Comments from the judges included:

  • Exceptional creativity from the promotional company
  • Achieved dramatic market share results
  • Very desirable item with high perceived value
  • Functional and perfect for target market