IT'S OUR BEER
For over 60 years SP Lager has been Papua New Guinea’s preferential coolant. It’s the beer locals have when they’re sharing good times, relaxing with their mates, fishing or getting ready for a night out. In fact, they didn’t need much cause celebrate to crack the top off this particular tipple, until recently when sales began to soften. SP Brewery decided the time had come to rejuvenate its most popular brand and re-engage its once loyal punters.
We discovered that while the beer was slipping in sales, the connection for the locals to SP Breweries was as strong as ever in their hearts and minds. So, we made the SP letters and palm tree graphic feature boldly on a powerfully contrasting and highly simplified yellow and green design. On shelf it stood out like the proverbial, announcing proudly that this is “Our Beer”. And the locals agreed, rushing back to their favourite beer like a homesick wanderer, firmly re-establishing it as their first choice after a hard day’s work.