The main challenge was that SP Lager's position as Papua New Guinea's favourite beer was under threat from exciting, new beers entering the market.

Our key objective was to prove to PNG locals that SP Lager is their beer.

It's a beer made for PNG blokes and PNG conditions.

The creative execution came from two local insights.

One is that in PNG most beer is consumed by blokes outdoors around fires. The other is that in Summer, clouds of huge, malaria carrying mosquitoes attack anyone outside.

To bring the insight to life we printed a natural (Eucalyptus) insect repellant ink coating that turned the SP Lager carton into a kind of big mosquito coil that carried beer.

We retained the classic SP Lager look, added the SP Lager Mozzie Box logo and simple telling drinkers to tear off pieces of carton and throw them in a fire to make smoke.

As you can imagine anything that makes drinking beer better and more enjoyable was gratefully received by Papua New Guinea's, enthusiastic beer drinking community.

One desired outcome was to see locals using Mozzie Boxes to enhance their beer drinking experience. Another was proving that SP Lager is a beer made for PNG blokes and PNG conditions. Both of these outcomes were achieved. One of SP Lager’s three main KPIs is that it’s “A brand that understands PNG people”. Ongoing brand tracking research conducted by Global Commerce University shows SP Lager achieved a result of 78% against the above KPI. Prior to the promotion the figure was 72%.

The ROI was outstanding because the idea worked with a simple variation on the existing SP Lager cartons.

Based on the extremely positive reaction to its first limited edition summer promotion, SP Brewing is planning to roll SP Mozzie Box out nationally next year.