Results and Effectiveness

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.

Creative Execution

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. 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 redeem the discount and get a box of Export Dry. In essence we created a product that encouraged customers not to buy it. A wine that promoted beer instead.

Insights, Strategy and the Idea

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. As a consequence Export Dry sales are in steep decline. We needed to 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 societal pressures to appear sophisticated (e.g.) at weddings, work functions, dinner parties, restaurants etc. Beer can be seen as “uncouth” or just for “blokes”, 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.