It’s long been a tradition for Kiwis to enjoy a pint when watching the rugby. But with world cup matches starting before 7am, there was a conundrum: what to drink? So we crafted a pint that could satisfy all Kiwis, regardless of age.

For the Anchor All Blacks partnership we designed a limited edition commemorative ‘pint’ glass. At 425 ml, it was similar in size to a New Zealand ‘pint’ as served in bars the length and breadth of the country. The glass was frosted black with a 10ml transparent ‘lip’ at the top. And when filled to the brim with Anchor milk the effect was dramatic: the All Blacks Silver Fern and the Anchor tagline ‘go strong’ were cut from the black frosting and appeared to be ‘illuminated’ by the white milk. It also looked like a freshly poured pint of a well-known Irish brew.This was a deliberate ploy.

The output itself was simple, a frosted black glass for consumers to apply for. The craft involved can’t be underestimated, with the Anchor go strong and All Blacks logo cut to be illuminated by the milk, the complete wrap and black out of the glass. We asked our fans on Facebook to share the glasses that they currently used and needed replacing. We then selected 1000 fans and delivered their glasses just in time to support the All Blacks for in the semi-final and final games of the rugby world cup 2015. So, when they poured their support they lit up both the All Blacks logo and Go Strong message from Anchor.

The campaign made 20% of New Zealanders more likely to become a considerer of the brand. The social content reached over 4 million people and got a total of 485,173 social interactions with the brand.

This awareness over the 8 week campaign period meant we sold out of our 4million campaign black bottles, that’s 8million litres of milk in 8 weeks. Not including the spill over generated to other Anchor formats.