To position Speight’s as “The stuff of legends” we created a legend of our own.We learned that New Zealanders in the UK were missing their favourite beer. So a working Speight’s Alehouse was strapped to the deck of a cargo ship and sailed across the world to London’s Canary Wharf, much to the delight of the city’s sizable Kiwi population and the loyal drinkers back in New Zealand. The crew for the ship was recruited in a national campaign. The voyage received over 20 minutes of prime time national television news coverage and extensive press reports.

Speight’s regained its position as New Zealand’s biggest selling beer.6% of all New Zealand men applied online to accompany the working Speight’s Alehouse on its journey to London.

A double-digit increase in Brand Adoration was achieved whilst all other mainstream beers declined.