Niugini Ice has been a national favourite since its launch in 1995. Although it has maintained a loyal consumer base, its previous campaign had lost its appeal to a younger, more image-conscious audience. We were tasked with creating a fresh brand campaign to revitalise Niugini Ice. Our mission was to reaffirm the brand’s influence on the local party scene without distancing its existing audience. We developed a new campaign focused on the idea of ‘Turn It Up,’ capturing the anticipation of a Friday night at the club and the moment when the party kicks into high gear. To effectively convey this shared experience, we knew it was crucial to communicate in a relatable tone. We created refreshed visuals that spoke directly to a trend-conscious young adult audience. Our campaign revitalised the brand through TV, print advertising, and a dynamic social media presence. This enabled Niugini Ice to establish a strong association between the beer and high-energy parties in PNG.
Client: Niugini Ice. Agency: TRIBE. Photographer: Sean Condon Producer: Taryn Sullivan.
Camera Assistant: Rohan Thomas Lighting Assistants: Dion Trevillion
