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The lighter side to life with Colenso BBDO and DB Export

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.

Credits

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:

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

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