UPDATED: The Advertising Standards Authority has ruled that the ‘Beer The Beautiful Truth’ campaign, which highlights the addition of nutrition information panels to product packaging and labelling, is not misleading. However, the ASA has partially upheld one element of the complaint, ruling that the Olympic gold medalist rower Eric Murray was a ‘hero of the young’ with special appeal to minors.
Being the best is a marketing paradox. Why bother with claiming your product is the greatest when you can create a much more unique position? Carlsberg and TBWA have done just that with a new campaign that tempts beer drinkers with the possibility of the best.
Origami, bonsai trees, robots, lanterns and sumo wrestlers move to the rhythm of Kiwi hip-hop dance crew The Bradas in a new spot announcing the arrival of Steinlager’s Tokyo Dry beer.
Mexican brewery Cerveza Cucapá has responded to Donald Trump’s wall rhetoric in the most entertaining way: by tricking the politician’s supporters into funding a fiesta.
Low-alcohol beers, wines and ciders are growing in popularity, due to a combination of changing drink driving rules, more concern about the health impacts of drinking and changing social attitudes to overt drunkenness. So far there have been a range of approaches used by the booze companies to sell their lower-potency wares, from DB Export’s comical surgeon, to Heineken’s Light Club or Brancott Estate’s Flight. But this bold approach to advertising zero alcohol beer spotted in Nishiki restaurant in Auckland stands out as one of the most creative. As it says: “Looks like a real beer. It’s beery beery yummy!!” They grow up so fast.
While there has been a long-held perception that beer increases confidence, wit and the attractiveness of other people (okay, maybe this part is still true), the comforting alcohol blanket has gradually been pulled away over the years to reveal the sobering truth, that too much beer is more likely to make the drinker stumbly, belchy and obnoxious. The Health Promotion Agency and FCB have played on this with the year-old campaign ‘Not Beersies’, which champions the benefits of switching that beer for a water, launching a new ad to coincide with the beer-heavy summer period.
Over the last seven weeks, the DB Export ‘Brewtroleum campaign’ has been encouraging Kiwis around the country to help save the world by drinking variants in the brand’s range. The only problem with the message was that the world-saving action was that it was limited to times generally considered appropriate for beer drinking. One could not, for example, open a DB beer at 11am in the morning and persuasively argue that this was an essential act. So, in an effort to overcome this problem and enable any person to lend a hand to the Brewtroleum cause at any given time, the brewery has created DB Export 0.0% Citrus—a lemon-flavoured lager with zero alcohol content.
To promote the undeniably impressive feat of turning beer byproducts into biofuel, DB Export has released a series of TVCs that make the bold claim that this move could literally save the entire world—as well as the dolphins and pandas that inhabit it.