Platinum Award for Overall Excellence

Steinlager All Blacks Man-Cave Chair

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.’

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 campaign created an additional 23% in revenue as well as a 2.3% total market share gain. It was an even bigger hit with the winners of each draw!


  • “The Cooler Chair definitely was one of the most successful in-store competitions seen in a long time”


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