Steinlager encourages rugby fans to wake up and smell the belief with ‘Steinlatte’ via DDB NZ

Watching the footy at night and toasting the team with a cold Steinlager white can, it’s a classic Kiwi past time. Likewise, toasting and breakfast also go hand in hand, usually with a bit of Marmite and most of the time… a little burnt.

With the games currently being played in the small hours of the morning, The All Blacks needs fans to share their belief a little earlier than usual.

Steinlager has responded to the call of the nation by introducing the Steinlatte, aka “the cup to bring it home” via DDB New Zealand.

With 20,000 disposable cups being supplied to bars and restaurants, Steinlatte coffee cups will be available throughout the country to give rugby fans another way to help them show their support, and of course, give them something to grip hold of (in the tense moments).

Says Ben Wheeler, beer marketing director at Lion: “Steinlager has always supported kiwis doing great things on the world stage so it’s only appropriate that the iconic white can – a symbol of belief – take on a different format to accommodate morning supporters.”

Client: Lion

Senior media planner – Kate Gamble