The client brief and local PNG insights were the inspiration for the idea and the creative solution came from the humble mosquito coil.

We took a regular carton and made it behave like a mosquito coil by adding the natural mosquito repellant - eucalyptus. Once coated, pieces of the carton were torn off and thrown in a fire to create an insect repellant smoke that kept mozzies away.

One desired outcome was to see PNG locals using the boxes and to prove that SP Lager is the only beer that's truly made for PNG blokes and PNG conditions.

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.

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 the initial limited edition summer promotion, SP Brewing is planning to roll SP Mozzie Box out nationally next year.