Monteith’s champions Kiwi moments in ‘Brewed For Right Now, since 1868’ campaign via Colenso
Monteith’s Brewing Co was created 150 years ago. The iconic West Coast institution has always delivered quality craft beer, but in an ever increasingly crowded craft category, it’s more important than ever to be relevant to modern beer drinkers.
To celebrate these people and their passions, creative agency Colenso BBDO worked with the Monteith’s team to launch it’s new communications platform: “Brewed For Right Now, since 1868.”
After 150 years of brewing, Monteith’s has learned a fair bit about which beer goes best with what. Maybe it’s sitting around an open fire in the biting cold that makes a Highway 6 IPA the perfect choice, or the beach hair, sun, and salty air that has you reaching for a Barber Lager.
Founder Stewart Monteith was fearless about beer innovation. He set up the brewery to be nimble – constantly exploring new, expertly crafted brews. And with a current portfolio of 21 beers and ciders, 
there’s always a Monteith’s that’s the perfect brew for right now.
The campaign launches with 13 documentary-style TV
spots. Shot by Los Angeles based directors, kiwi Stacey Lee and her partner Anthony Mathile from Flying Fish, each authentic, unscripted, black and white story seeks to embrace an everyday beer moment and the Monteith’s brewed for it.
We follow The Litas – the infamous all female Kiwi biker group, The Spearos – a collective of spear fishing mates, and Sal Valentine & The Babyshakes – the eleven-strong Auckland Swing band.
Keeping the campaign iconically kiwi the music played in the TVC comes from reformed rock band, The Checks, who united to re-record the single, “Take Me There.”
Says Dan Wright, executive creative director at Colenso BBDO: “You don’t stay hungry for new discoveries after 150 years just by being into beer. You need to be into the the whole occasion. Monteith’s passion is for pairing beers and life, so we set out to bring the pioneering spirit of the brand in line with contemporary, kiwi life – life that’s more urban and more sociable than the brand has been before.”
Says Sean O’Donnell, marketing director, DB Breweries: “After 150 years of the brewery’s pioneering spirit in NZ Craft Beer, it’s the perfect time to apply that same restlessness to how the brand presents itself. It’s a fresh approach for the beer category, heroing real kiwis who share our pioneering spirit and passion whilst showcasing the fantastic new range of Monteith’s Craft beers that are brewed for right now”.
The campaign will also be brought to life across out-of-home, digital out-of-home, sampling and social.
Agency: Colenso BBDO
Dan Wright, Executive Creative Director
Charlie Godinet, Art Director
Eloise Jack, Copywriter
Alex Gillespie, Producer
Serena Fountain-Jones, Integrated Producer
Ahmad Salim, Group Business Director
Kate Antjoule, Business Director
Kate Smart, Project Director
Rob Vela, Project Manager
Client: DB Breweries
Sean O’Donnell, Marketing Director
Dave Openshaw, Senior Marketing Manager
Brooke Freeman, Marketing Manager
Fin Scott, Brand Manager
Production Agency: Fish
Stacey Lee and Anthony Mathile, Directors
James Moore, Managing Director & Executive Producer
Sam Attenborough, Executive Producer
Media Agency: Carat
7 Comments
I’m not sure this feels right.
It’s like Westfield Mall brewed a beer and got an expensive ad agency to write some ads – clothes supplied by Hallensteins, shot on an iPhone and the budget only extended up to just past the (almost) suburban Puhoi Pub. All other missing footage supplied by stock.
In a world where there are a million beer brands trying to be authentic, this fails to stand out.
And as much as I’m enjoying writing this, I’d hate to land this brief unless there was a crystal clear brief with an idea of what it wanted to say. The ‘film’ and OOH work is reasonably generic.
Diving and beer. Interesting.
Wow, a lifestyle brand. Sales must be sliding.
But feels like the client directed…?
Laps didnt have an issue when Steinlager sent a man down 100m under water.
Most surprised about the motorbikes and beer to be honest with you.
Hallensteins circa 2010?
Monteith’s brand has existed since 1990.
It was created by DB.