| Title | I'M DRINKING IT FOR YOU |
| Brand | DB BREWERIES |
| Product / Service | DB BREWERIES |
| Category | A09. Excellence in Music Video |
| Entrant | COLENSO 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 |
| 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 |
The central creative idea for this campaign was an original music composition about the product and product benefits.
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.
“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.
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.
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.
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.