Client: Chiefs Super 12 Franchise
Entry: Chiefs Mere
Category: Consumer Programs

The Chiefs is a New Zealand rugby union team launched into the action worlTd of Super 12 (now the Super 14) Rugby competition in 1996. The new Team was the result of a combination of two teams - North Harbour and Waikato- and were initially called the Waikato Chiefs. The Waikato name was eventually dropped along with the Waikato colours and the team went through a period when it performed below expectations.

In 1999 the team was renamed the Chiefs But by this time the team had run into difficulties- it had become an orphan with the central supporter base not identifying with the team.

The chiefs needed to establish a strong identity and convert Waikato supporters into Chiefs supporters.

As Part of the strategy, there was a need to develop a promotional; product that could unite supporters at the games. The promotional products were the form of a noise-making device based on the Chiefs’ logo, which features a Mere, (a fighting stick used by Maori Chief warriors), low cost, and not dangerous to use at football games.  An inflatable mere was designed in the Waikato colours with the aim that supporters at the game adopt it and use it to cheer on their team.

The target market at release was broad but later mainly targeted the younger age groups. The inflatable mere had to appeal not only to the local Waikato rugby supporters but also to the imagination and passion of the entire rugby nation. A key part to the overall strategy was also the introduction of the Queen song “We will rock you’ as an anthem for the team.

The introduction of the Chiefs mere was well received and also received extensive TV exposure during the coverage of the Chiefs games. They were referred to by the TV commentators broadcasting the Chiefs matches as ‘Unique and Eye-catching”.

Pat Mellsop
Marketing Manager
Waikato Rugby Union and Chiefs Franchise