Integrated
The Chosen One
Boundary Road Brewery
Issue 25 | December 2012
Background
Craft beer is a hugely competitive area in New Zealand. Only the wine sector has more brands in the supermarket. The challenge was to name a product, design its packaging, launch it and nab 5% of the market in 12 months.
The budget wouldn’t stretch to TV so it was going to have to be the first beer ever to be launched successfully on the back of a digitally driven strategy.
