Year in Review: Sean O'Donnell, DB Breweries

  • Year in Review
  • December 25, 2018
  • Sean O'Donnell
Year in Review: Sean O'Donnell, DB Breweries

1. Favourite local campaign that isn't yours

NZTA Legends. Love the energy of this campaign and a powerful message which I one hundred percent support. 

2. Favourite campaign that is yours

Monteith’s 'Brewed for Right Now' campaign. After 150 years of the brewery's pioneering spirit in New Zealand craft beer, it was the perfect time to apply a fresh approach for the beer category, hero-ing Kiwis who share our pioneering spirit and passion. 

A fantastic way of showcasing the fantastic new range of Monteith's Craft beers that are "brewed for right now".

3. Favourite international campaign

Hard to beat the latest John Lewis ad featuring Elton John. 

Also a big fan of  “it’s a Tide Ad” campaign. Who would have thought that washing powder could be so cool! I particularly like the ad featuring the Old Spice Guy. Very clever!

4. Least favourite campaign

Bayley’s. No need to show off the kids, just sell my house thanks.

5. Your own biggest success

The beer category has so many great innovations being launched in 2018 so it’s hugely pleasing to see that three of the four most successful beer launches in the last six months have been from DB.  Heineken 0.0, Tiger Crystal and Monteith’s Phoenix IPA, already the number one selling IPA in grocery channel.

6. Most significant launch/innovation/thing of the year

Heineken 0.0 percent.  Now you can have a great tasting zero percent beer for so many more occasions! And better still, Kiwis can’t get enough of it!

7. What should be un-invented? 

My wife says Fortnite but the kids and I disagree!

8. Lamest trend

 Fidget spinners.

9. Best brands

Heineken, Nudie jeans, Sonos, Thankyou. 

10. Best stoush

CNN reporter Jim Acosta and Donald Trump – “You are a rude, terrible person”. Ironic words from Mr Trump.

11. Heroes

 Tim Brown of Allbirds – awesome to see a Kiwi entrepreneur on a global stage in a tough category. Colin Kaepernick's “Believe in Something.  Even if it means sacrificing everything.” Powerful!

12. Villains

Trump, Putin, May, in fact almost every global politician. Aussie cricketer David Warner – we knew he wasn’t a decent bloke but now all he’ll be remembered for is a fully fledged cheat. Transiting LAX with Air NZ., if there is a hell then this is close to it.

13. What died in 2018?

Australian Cricket team. Sky Sports Rugby postmatch analysis – clichéd mediocrity at its best.

14. What’s the biggest mistake marketers will make in 2019?

 Continued short term focus rather than building brands for the long term

15. How far in our future do you think The Handmaid’s Tale is?

 I haven’t watched this series yet so I’ll have to pass on this!

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Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

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