Brief Explanation

DB Export, a once popular New Zealand beer, had been in decline since 2002. Before us there had been six unsuccessful attempts to revive DB Export. So we knew that we would have to understand what the problem was, and do something big to change it. Our creative idea was to re-release the original 1958 brew, in the original packaging. We wanted to create a product experience that showed DB Export was an authentic, credible and masculine beer. To release the beer we created a five-minute, web film documenting the story of Morton Coutts and how he created New Zealand’s first great beer. We cut that down into TV commercials and in newspapers we told the story in long copy full-page ads. After years of decline DB Export sales turned around, increasing 20% year on year and returning Export’s market share to heyday levels.