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Steinlager: Colour Yourself Loyal
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Over the weekend Steinlager made an unusual play for a beer brand - they launched a laundromat. But not just any laundromat, it's the Black Laundry. Nestled in the heart of Auckland, the Black Laundry is the start of a movement, the home of loyalty and the centrepiece of Steinlager’s newest campaign, Colour Yourself Loyal via DDB New Zealand. Running until the start of November, and open ahead of every All Blacks match, Steinlager is inspiring Kiwis to show their true colours by making a clothing sacrifice to get behind the All Blacks. Fans who are over 18 can bring any garment to the Steinlager Black Laundry at 450 Karangahape Road to be dyed and dried. To book in a pre-game sacrifice, fans must go onto blacklaundry.co.nz to secure a spot. To ensure Kiwis from across the country are given an opportunity to take part, an online competition will run on social media for fans outside of Auckland to get involved in. The Steinlager Black Mail competition launches Monday, 30 September, with one winner picked each day over the duration of the campaign to have their garment sacrificed. The campaign is rolling out with a 45” and 15” TVC, an online booking platform for the Black Laundry, extensive social media coverage supporting the laundry and Black Mail competition, a NZ Herald false front cover advert, radio promotions and an exclusive with The Project with a competition to giveaway a $10,000 cash prize.
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