The Campaign

After a decade in decline, we needed an idea that would turn Export Dry’s fortunes around and once again position it as a credible premium beer for young guys. Research showed that our target market didn’t like wine, but occasionally drank it because of social pressures to appear sophisticated (e.g.) work functions, dinner parties etc. Here, beer can be seen as 'blokey' and even premium beers struggle to make it to the dinner table. So, we positioned Export Dry as the beer that saves men from wine. A premium beer that guys could feel comfortable drinking on any occasion.

Success of the Campaign

Up and down the country, men said no to wine and picked up Export Dry instead, completely turning around Export Dry’s fortunes. In one month, the campaign helped Export Dry sales grow 20%, while it’s biggest competitor decreased at 8%, all within a beer market declining at 7%. After the first 3 months, sales have experienced a complete turnaround, up 41% from the start of the year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First we took the fight to TV, pitching Export Dry as the beer that would save men from wine, starting with Export Dry’s 1987 launch in the middle of New Zealand’s 'Great Wine Depression'. We followed our consumer into print, online and direct – and then into wines environments. We created a restaurant wine list that encouraged men to stop playing pretend and order a beer, while also hijacking a wine store with our own special edition wine that gave guys $5 off Export Dry. Everywhere wine was, we were there to convince men to grab an Export Dry instead.