With the creative direction of Colenso BBDO, DB Export has launched a hilarious new campaign to tote its latest beer – DB Export GOLD 0.0.
Set in an iconic Kiwi summer spot, the ad is an impressive musical number and comedy routine all rolled into one. Spectacular theatrics peppered with funny moments nicely bends the constraints of real-world possibility.
There is a growing trend towards products with lower alcohol and carbohydrates, with nearly one in every 10 beers bought in New Zealand now being either a lower carb. However, DB Breweries want to reach those Kiwi beer drinkers whom are still asking the question, ‘Why are we Drinking these?
“When devising the launch strategy for DB Export GOLD 0.0, we knew we needed to start right at the beginning and look at the initial reactions people had to the product,” says Sean O’Donnell, Marketing Director at DB Breweries.
Colenso BBDO Creative Director, Max McKeon, says that advertising a 0.0% beer to the local market is quite a challenge. “The brief was to give this growing category a full-strength beer ad, and with it, a simple, unapologetic rebuttal every 0.0% drinker can use,” McKeon says.
“Thanks to the collective effort of some really talented people, talented partners, and bold clients that wouldn’t compromise at any stage, ‘That’s Why’ delivers that,” he adds.
“The simple answer is that drinking beer with 0.0% alcohol allows you to stay in control. The campaign line answers that question, ‘That’s why’,” O’Donnell says.
The campaign will run across digital, TV, billboards and radio, from this week.
PS – 0.0% alc = less than 0.05% alc/vol from the natural brewing process.
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Fiona Marston
Marketing Manager: Sam Forrest
Brand Manager: Bridget Owen
Brand PR & Content Manager: Natasha Gillooly
Creative Agency: Colenso BBDO
Production Company: Sweetshop
Director: Damien Shatford
Executive Producer/s: Ben Dailey & Kate Roydhouse
DOP: Crighton Bone
Editor: Luke Haigh
Colourist: Dave Gibson
Online Editor: Stu Bedford
Sound Design: Liquid Studios
Sound Design: Craig Matuschka
Music Producer: Tamara O’Neill
Music – Artist/Title: Pete Van der Fluit
Stills Production: Collective Force
Photographer: Simeon Patience
Producer: Jason Jones
Retoucher: Jason King