Newlands Spring Brewing Co.: NotThatNewlands

South Africa and Australia are bitter rivals. And they tend not to say nice things about each other. So how did Newlands Spring Brewery, a particularly wily bunch of South Africans, get Aussies to punt their beer? It's all in the name. See there's a Newlands in South Africa. But there's also one down under. So King James Grup, launched Newlands Spring beer down under, asked Australians if they liked the beer - all without telling them which Newlands it came from. And they fell for it. Then, we launched the campaign as the Aussie cricket team arrived for their second test at, you guessed in, Newlands Cricket stadium in Cape Town, South Africa.