Silver Spike

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Product / ServiceEXPORT DRY
CategoryA02. Best Use of Merchandising/In-Store Marketing
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
Sales Promotion/Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND


Name Company Position
Nick Worthington Colenso Bbdo Creative Chairman
James Hurman Colenso Bbdo Planning Director
Levi Slavin Colenso Bbdo Creative Director/Copywriter
James Tucker Colenso Bbdo Art Director
Simon Vicars Colenso Bbdo Copywriter
Kate Slavin Colenso Bbdo Designer
Tim Ellis Colenso Bbdo Senior Account Director
Stefanie Robertson Colenso Bbdo Senior Account Manager
Hayley Pardoe Colenso Bbdo Planner
Sheriden Derby Colenso Bbdo Agency Producer

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.

Describe how the promotion developed from concept to implementation

We created our own brand of wine called, “You Don’t Have To Do This”. Placed in amongst other wines, the bottles looked like a sophisticated European wine, but on closer inspection were actually ads for Export Dry in disguise. Instead of an elaborate flavour profile, the back label coached men on how to get out of buying wine, and into buying Export Dry. When the wine bottle was scanned at the counter, guys received $5 off a 12 pack of Export Dry and the wine bottle was returned to the display, effectively becoming a perpetual voucher.

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

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

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.