The Brief

The problem facing Export Gold was that it had no history. It was seen as an out-of-date 80s marketing beer and the brand was dying. We spoke to the head brewer. He told us the incredible story behind the very first DB Export brew - the grandfather of Export Gold - a story with heroes, villains, betrayal, rebellion, and the uprising of the common man; a story that had never been told. Our plan was simple, re-release the infamous first brew exactly as it appeared in the 1950s, and tell its story. And by doing so give Export Gold a history and a connection with New Zealand that it had never had before.

Describe how the promotion developed from concept to implementation

We told the story of how the 1950s New Zealand government taxed imported beers out of the reach of the common man, and how one brewer defied the government by releasing an import quality beer that managed to avoid the tax. We told the story across all media channels; print, radio, posters, on coasters, online, on TV. Everywhere we could have the conversation we did. Always connecting Export Gold with the Original Export. We released interviews of people who knew Morton Coutts personally, and old timers who were affected by the Black Budget crisis of the 1950s. The campaign got major media attention, invoking a response from parliament and featuring at TED.

Describe the success of the promotion with both client and consumer including some quantifiable results

For the first time in almost a decade Export Gold sales increased. The Untold Story got the country talking, even invoking a response from parliament. After telling the infamous origins of Export Gold, the first time in a long time, people are proud to drink the beer again. Export Gold has grown from 11.1% Volume Share to 12.9% in 6 months. A huge turn around for a brand that has been declining for almost 10 years. Overall the Export Family Volume Share has gone from 6.2% to 6.7% of the total beer category.

Explain why the method of promotion was most relevant to the product or service

For the first time in almost a decade Export Gold sales increased. The Untold Story got the country talking, even invoking a response from parliament. After telling the infamous origins of Export Gold, people started to feel proud to drink the beer again.