Client: Lion Breweries
Entry: Waikato Draught Cowbell
Category: Consumer Programs

A simple cowbell was turned into a powerful promotional tool when it was used at the centre of a campaign for Lion Breweries to reward the loyal drinkers of its Waikato Draught beer.

Lion wanted an added-value product that would encourage the target market- the highly parochial supporter of Waikato rugby – to double the amount of the brand they brought without the brewer having to discount the product.

It needed to be of high-perceived value and promotes the brand’s “True Supporters” position as major sponsors of Waikato rugby. As well, it needed to be of strong relevance to the Waikato region- known as dairy country- and give the local people something they could use at rugby matches to show their support for their team.

The cowbell fitted the criteria perfectly.  Painted in the distinctive red, yellow and black stripes of the Waikato colours the bells were given away to consumers at the time of purchase. With a high perceived value, the bell proved to be an effective way to add value to the purchase without having to discount their the brand.

The client said….

“Nothing had helped the company link its brand to the ‘fervent’ Waikato rugby supporter more effectively than the cowbell”. “Anyone who had seen a Waikato Rugby game will be familiar with the clanging of the Waikato Cowbells…what better way to reinforce our position as Waikato Rugby’s true supporter than with supplying this cowbell”.

John McConnell
Waikato Draught Marketing Manager
Lion Breweries

APPA Judges said at the 2001 APPA Awards after judging it the most creative excellence product used for its specific promotion which met all criteria.

“This product shows the potential that still exists for promotional products that are innovated and outside the box”- Judges of the A.P.P.A Pyramid awards