Describe the creative idea

“I’m Drinking It For You” was a full-length, earnest love song and music video that gave drinkers the ultimate excuse to have a low carb beer –love. While the category norm was to talk to the functional benefits of lower carbs using percentages, “I’m Drinking It For You” spoke to the fact that when you drink a low carb beer, it’s not only you who benefit, but everyone else in your life as well. Released Valentine’s Day, the music video and accompanying song were launched through streaming services and the music industry’s native channels and media, allowing our message to infiltrate New Zealand culture in a way traditional advertising never could. The song was supported by a full campaign and digital service that let listeners create their own personalised versions of the song. The custom songs were shared via social media and delivered along with a voucher for our beer.

Describe the execution

An ordinary Kiwi couple sing a full-length, earnest love song about all the romantic things they can do for each other while holding a beer – drinking the low carb beverage being one of them. “I’m Drinking It For You” was released on all major music platforms, and targeted to listeners using Spotify’s in-depth listening data, crafting a new intro to the song based on listeners’ relationship status, activities, music interests, or time of day. The song was supported by a full campaign and a digital service that let listeners create their own personalised versions of the song. To achieve true personalisation using our talent’s voices, we combined voice cloning and autotune technology which allowed people to write their own lyrics. The resulting songs were then shared via social media with a voucher for DB Export Gold Extra Low Carb.