We drew on the shared heritage of being there with the fans in ‘87 when we won, and brought back the white can design. These cans were then promoted as a lucky charm from the last time we won.

The cans launched with TV, online and print creating the story of a man saving his white can from ’87, for the next time the All Blacks won. Consumers were encouraged to get their own lucky charm white cans, then driven online to our Facebook app to show they were saving one for the win.

Billboards and print helped make the white can become a symbol of support for the team. And once we won, the opened can became synonymous with victory. The Nation’s largest paper even thought so, they made it the subject of their victory cartoon.

The last time NZ won the World Cup was 1987 and back then, Steinlager’s iconic white can was in the hands of many celebrating. We drew on this heritage and brought back the white can design from ‘87, promoting it as a lucky charm from the last time we won.

The cans launched with TV, online and print creating the story of a man saving his white can from ’87, for the next time the All Blacks won. Consumers were encouraged to get their own lucky charm white cans, then driven online to our facebook app to show they were saving one for the win.