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Advertising Helping the Black Caps’ Success

Advertising Helping the Black Caps’ Success

PRESS RELEASE FOR IMMEDIATE RELEASE

Cherry on Top

Monday 3 March 2015

The past weekend was a special one. Kiwis all over the world started their week on a high after watching the Black Caps deliver a historical performance. The atmosphere at Eden Park last Saturday afternoon, (and I emphasise afternoon) was unparalleled as 41,670 watched the Black Caps bowling attack obliterate the Australians before teatime. The Black Caps, a team once notorious for their inconsistency, have undeniably transformed into a world-class side. Phenomenally, our team has found form at an ideal time and it seems as though there is now a real sense of self-belief.

The Black Caps’ winning performances have allowed New Zealanders to claim back cricket as our national sport. Move over All Blacks, it’s the Black Caps time to shine. As a patriotic kiwi sports fan, I find myself asking: What has provoked the Black Caps new self-confidence? Is there a correlation between our team’s form and the advertising behind them?

Tui’s Catch-a-million campaign proved to be a great success in 2013 and it was no surprise that it returned in 2014. The campaign did more than promote the iconic beer brand. It is responsible for packing our stadiums with fans, who otherwise might have preferred to watch the game from the comfort of their own couch, where the beer is cooler. Tui’s campaign manufactured a special atmosphere at the cricket, as the crowd was suddenly part of the game. What is even more commendable is that Tui’s campaign succeeded without selling alcoholism at all.

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ANZ’s also shared in the Black Caps success with their television advertisement: “Dare to Achieve”. The ad suggests that our mediocre cricket record needn’t get in the way of our future success. The Black Caps must “reach out and take hold” of big opportunities when they present themselves.

The Cricket World Cup itself was also promoted excellently. The message: “Greatness is contagious” is one that resonates with us all; especially in our small country where we feel as though we are all part of the sports action.

The advertising behind the Cricket World Cup has undoubtedly had an impact on the Black Caps. The major campaigns have helped increase their fan base and boosted morale during this important Summer of Cricket. Cherry on Top believes that this is what great advertising is all about. It’s about more than just getting behind the big event; it’s about getting into it. Our advertising doesn’t just sell goods or services; we sell ideas and make things popular. We try to change culture through creative initiatives. Cherry on Top wishes the Black Caps luck as they push boundaries and try to make history this month.

ENDS


© Scoop Media

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