The Brief

Export Dry was New Zealand’s first premium Dry beer. But over the past decade the premium beer category has exploded, pushing the once popular Export Dry into obscurity. We needed to turn Export Dry’s fortunes around and reposition it as a credible premium beer. Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures (e.g.) at weddings, work functions, dinner parties etc. Even premium beers struggle to make it to the dinner table. So we positioned Export Dry as the premium beer that saves men from wine, a beer fit for any occasion.

Creative Execution

Everywhere wine was, we were there to convince men to get an Export Dry instead. By creating the ‘You Don’t Have To Do This’ wine bottles we were able to talk to our target market at the crucial moment of purchase. The bottles were displayed in-store side-by-side with Export Dry, making it even easier for men to grab a box and redeem the discount. Point of sale advertised the wine, while an EDM drove consumers in store to find it. In essence we created a product that encouraged customers not to buy it. A wine that endorsed buying beer instead.

Describe the creative solution to the brief/objective.

We created a wine called, “You Don’t Have To Do This”. When guys browsing for wine picked up a bottle and read the back, they were told they were making a mistake. That they shouldn’t buy wine, but Export Dry instead, as beer was what they wanted. By scanning the bottle at the counter they instantly received $5 off a box of Export Dry. The wine bottle was then put back on display, effectively becoming a perpetual in-store voucher. Our desired outcome was a significant lift in sales of Export Dry in stores where the wine bottles were displayed.

Results

The ‘You Don’t Have To Do This’ wine bottles lead to an in-store sales increase of 350% in a single week. The major New Zealand wine retailer where the bottles were stocked recorded their best sales of Export Dry ever.