SP Lager A cold beer is a sold beer'
SP Lager was launched by the South Pacific Brewery (SPB) in 1952. It is Papua New
Guinea's original lager beer, and remains a favourite to this day, with 100% brand
awareness. SP Lager's international recognition started 45 years ago when it won the
1967 Monde Selection Gold Award.
P Lager is a mainstream lager
beer and is affectionately
referred to as 'SP' or 'Brownie'
(reflecting the squat stubbie bottle) or
'Green Can'. Such is the popularity of the
brand that mainstream outlets are heavily
branded in the green and yellow brand
colours. It is also culturally ingrained.
A dowry is often still paid to the bride's
parents, and accepted forms of currency
include SP Lager!
SP Lager targets the 'Trupela Man'; a real
identity and leader within the community,
a person who likes to unwind, be part of
the group and have a good time with
friends. Trupela Man is the primary
consumer that others aspire to be.
The brand recently underwent a
packaging evolution to reflect a
more contemporary look and ensure
the product remains relevant to
SP Lager, bottled in an
iconic brown stubbie with a
yellow and green label, has
become a cultural icon in
Papua New Guinea
To celebrate SP Lager's 60th anniversary,
a commemorative label was designed
for SP Lager, reflecting the brand's
earlier design. The 60th-edition bottle
was packed as a special gift pack that
included a souvenir glass.
SP Lager is a major sponsor of Papua
New Guinea's national and provincial
rugby league competitions. Recently,
the brand sponsored the SP MUSIK BIG
NITE OUT festivals, which featured the
country's most popular reggae/hip hop
artists, along with pool, darts and fishing
competitions. Consumers could purchase
a 24-pack in the off-trade and received a
free SP MUSIK BIG NITE OUT t-shirt, which
provided consumers with free entry to the
festival and was a huge success - with
many consumers also introducing friends
to the event.
Sales continue to increase, driven by a
focus on increasing cold beer availability
to all outlets with electricity. They say a
'cold beer is a sold beer', and being close
to the equator with a hot climate, this
certainly rings true. A major investment in
new refrigeration units will be rolled out
SP Lager has recently entered the digital
space with Facebook and its own website.
A new campaign launched in November
2012 reflects camaraderie in a refreshing
aspirational manner. The campaign will be
out of home and across all outlets within
Papua New Guinea. At the same time,
the brand is gearing up for the upcoming
rugby league season and a nationally
activated consumer promotion.
14 World of HEINEKEN Edition 1 2013