DDB Aotearoa

Insight and Idea

Every four years a certain world rugby event with a cup takes place, and every four years every brand in NZ does its best to piggy back on the moment.

So to set Steinlager apart from the pack, we’ve created the Black Laundry – a pop up laundromat where fans over 18 can show their true colours by sacrificing a piece of clothing to be dyed all black in support of the team. The Laundry at 450 Karangahape Road is open ahead of every All Blacks match during the cup, with fans able to book a session at Blacklaundry.co.nz, and enjoy a beverage while they wait for their clothes to be coloured loyal.

Each session has been a sell out, with hundreds of garments getting the treatment, including a bride’s wedding dress.

And like all good laundries we also offer door to door service. Those unable to make the pop up can enter our Black Mail competition to have their clothes collected, dyed and returned.

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