GET THE PARTY STARTED
When the sun sets in Papua New Guinea, it’s the perfect occasion for locals to break out a cool beer or three. And the beer they almost universally reach for is Niugini ICE, a fresh, crisp brew that’s perfect for getting the party started. A traditional part of the PNG way of life for generations, Niugini ICE is loved by all, but there had been a concerning trend – the younger generations were starting to loosen their tight patriotic grip on the nation’s most iconic beer brand.
What the brand needed was a fresh new look that encapsulated the vibrancy and vitality of the youth market, that would propel Niugini ICE back to centre stage on PNG's party scene. We leveraged the traditional blue colours with bold white type and sharpened its image dramatically, creating a more youthful, energised design. The new branding quickly reacquainted itself with the youth of PNG as their beer. Market share went from a dying brand to a very admirable 85% share, demonstrating this reboot in branding had given this beer a whole new lease of PNG life.