I'M DRINKING IT FOR YOU

TitleI'M DRINKING IT FOR YOU
BrandDB BREWERIES
Product / ServiceDB BREWERIES
CategoryA06. Use of Music Streaming Platform / Video Hosting Service / App
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement CARAT Auckland, NEW ZEALAND
PR DRUM Auckland, NEW ZEALAND
Production SWEETSHOP Auckland, NEW ZEALAND
Production 2 LIQUID STUDIOS Auckland, NEW ZEALAND
Additional Company DB BREWERIES Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Dan Wright Colenso BBDO Executive Creative Director
Max McKeon Colenso BBDO Creative Director
Mike Davison Colenso BBDO Creative Director
Thomas Darlow Colenso BBDO Group Creative Head
Beth O'Brien Colenso BBDO Group Creative Head
Ahmad Salim Colenso BBDO Group Business Director
James Cummins Colenso BBDO Senior Business Director
Rob Vela Colenso BBDO Project Manager
Jen Storey Colenso BBDO Head of TV Production
James Tucker Colenso BBDO Senior Strategist
Natalie Downes Colenso BBDO Head of Brand Experience
Gregg Imlah Colenso BBDO Experiential Director
Peter Simons DB Breweries Managing Director
Sean O'Donnell DB Breweries Marketing Director
Tony Wheeler DB Breweries Senior Maketing Manager
Sam Forrest DB Breweries Marketing Manager
Chris Featonby DB Breweries Brand Manager
Matt Barnes Colenso BBDO Head of Digital
Tennille Barnes Colenso BBDO Head of Digital Production
Elle Kiddie Colenso BBDO Digital Producer
David Arcus Colenso BBDO Creative Technologist
Ricardo Greco Colenso BBDO Digital Designer
Serena Fountain-Jones Colenso BBDO Producer
Troy Goodall Match Photographers Photographer
Reks Kok Colenso BBDO Retoucher
Natasha Gill Colenso BBDO Senior TV Producer
Ben Dailey The Sweetshop Production Company Producer
Fiona King SweetShop Production Company Excutive Producer
Damien Shatford Sweetshop Director
Cameron McColl Colenso BBDO Agency Editor
Connor Nestor WorldPeace.fyi Music Producer
Keshia Paulse Freelancer Music Artist
Tom Knowles Freelance Music Artist

Why is this work relevant for for Music?

The central creative idea for this campaign was an original music composition about the product and product benefits.

Background

We were tasked with releasing a new beer into an already crowded low-carb beer market; a market dominated by international beer brands who were running functional, health centric messaging. Our objective, was to gain a significant market share in the first 6 months, or risk having the beer discontinued.

Describe the creative idea

“I’m Drinking It For You”, the full length love ballad that turned drinking a low carb beer into the ultimate selfless gift for those you love. Released Valentine’s Day on every major music platform, just as a traditional song would be, the track and music video focused around the line “I don’t need two hands to hold you” and a regular Kiwi couple as they sung about all the romantic everyday things they could do for each other with one hand-the key act being drinking lower carbs. The song was supported by live performances, radio interviews, remixes, performance tutorials, karaoke, covers,and an online tool that digitized our singers’ voices to let drinkers write their own lyrics to send to their significant other. Delivering the song via means true to the music industry allowed us to get our message into culture and the hearts, minds, and music charts of beer lovers.

Describe the strategy

In New Zealand’s masculine beer culture, watching your weight is considered vain and self-involved. To successfully launch DB Export Gold’s new low carb variant, we needed to side-step this stigma to give everyone a reason, and an excuse, to enjoy our beer. We took a different tact to our competitors - avoiding their functional, health centric messaging, and instead focusing on what drinking a low-carb beer benefit that was more appropriate culturally and tonally for New Zealand.

Describe the execution

Released on Valentine’s Day, 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 – including drinking a lower carb content. The song 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.

Describe the outcome

The song reached #2 on the Apple Music charts, gained 5M listens (in a country of just 4.8M), had the highest ad engagement and recall statistics in any category in NZ, and contributed to an unprecedented growth when all other mainstream competitors were in decline. Culturally, New Zealanders responded with remixes, radio requests, karaoke versions, and a host of social dedications.

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