Title | I'M DRINKING IT FOR YOU |
Brand | DB BREWERIES |
Product / Service | DB EXPORT EXTRA LOW CARB |
Category | B05. Cultural Insight |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
PR | DRUM Auckland, NEW ZEALAND |
Production | SWEETSHOP Auckland, NEW ZEALAND |
Post Production | LIQUID STUDIOS Auckland, NEW ZEALAND |
Post Production 2 | WORLDPEACE.FYI Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Max Mckeon | Colenso BBDO | Creative Director |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Nick Worthington | Colenso BBDO | Creative Chairman |
Dan Wright | Colenso BBDO | Executive Creative Director |
David Arcus | Colenso BBDO | Creative Technology Lead |
Matt Barnes | Colenso BBDO | Head of Digital |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Stu Bedford | The Machine Room | Online Editor |
James Cummins | Colenso BBDO | Senior Business Director |
Ben Dailey | Sweetshop | Executive Producer |
Thomas Darlow | Colenso BBDO | Creative Director |
Mike Davison | Colenso BBDO | Creative Director |
Natalie Downes | Colenso BBDO | Head of Brand Experience |
Chris Featonby | DB Breweries | Brand Manager |
Sam Forrest | DB Breweries | Marketing Manager |
Serena Fountain-Jones | Colenso BBDO | Senior Integrated Producer |
Dave Gibson | Freelancer | Colourist |
Natasha Gill | Colenso BBDO | Senior TV Producer |
Troy Goodall | Freelancer | Photographer |
Ricardo Greco | Colenso BBDO | Digital Designer |
Luke Haigh | Freelancer | Editor |
Gregg Imlah | Colenso BBDO | Experiential Director |
Elle Kiddie | Colenso BBDO | Digital Producer |
Fiona King | The Sweet Shop | Production Company MD |
Reks Kok | Colenso BBDO | Retoucher |
Craig Matuschka | Liquid Studios | Sound Design |
Connor Nestor | Worldpeace.fyi | Music Producer |
Beth O'Brien | Colenso BBDO | Creative Director |
Sean O'Donnell | DB Breweries | Marketing Director |
Ahmad Salim | Colenso BBDO | Group Business Director |
Damien Shatford | Sweetshop | Director |
Peter Simons | DB Breweries | Managing Director |
Jen Storey | Colenso BBDO | Head of Broadcast |
Anna Stuart | The Sweet Shop | Production Company Producer |
James Tucker | Colenso BBDO | Senior Strategist |
Robert Vela | Colenso BBDO | Project Manager |
Tony Wheeler | DB Breweries | Senior Marketing Manager |
Marty Williams | Freelancer | DOP |
Keshia Paulse | Music Artist | Music Artist |
Tom Knowles | Music Artist | Music Artist |
In 2019, DB Export launched a new low-carbohydrate beer. But they didn’t make it easy. This low-carb beer, aptly named DB Export Gold Extra Low Carb (ELC) launched at the end of summer, missing the ‘golden season’ of beer sales, into a category exploding with choice. And against a larger competitor who had an 18 month head start and bigger marketing budget. Nothing like a challenge. To give ELC the best chance of success, DB Export took a different approach. Instead of relying on rational messaging like the rest of the category, we unearthed a compelling and untapped insight into the selflessness of our drinkers. This gave us an entirely fresh take on what it means to drink a low-carb beer, which we brought to life in an entirely fresh way – through song. A 3 minute and 40 second love song to be exact. The song was call ‘I’m drinking it for you’. It turned the act of drinking a low-carb beer into a selfless gesture of love. It depicted two normal, everyday New Zealanders singing about all the ways they show their love for one and other, including drinking ELC. And it worked. ELC become the number one beer launch of 2019. ‘I’m drinking it for you’ was ranked the most creative and engaging ad in New Zealand. The music video received over 6.4m views and the song rose to #2 on the New Zealand music charts. Most importantly, it helped DB Export exceed sales targets of ELC by nearly 200% and delivered an ROI of $10.68 for every $1 spent. While other low-carb beers counted carbs and confused drinkers, DB Export ELC turned the formerly selfish gesture of drinking a beer into a totally selfless gesture of love. And sold a whole of beer too.
Beer drinking habits of New Zealanders have changed. Drinkers today are more diverse and more health conscious than ever before. To stay relevant, the beer category has been forced to evolve - leading to an explosion in healthier brews, accompanied by an explosion in functional health-focused messaging. But when everyone is yelling about how few carbs they have, it’s hard to stand out. Reframing drinking a as a selfless gesture of love gave ELC a tongue-in-cheek higher purpose. It helped ELC create a distinct and memorable positioning that resonated with our diverse range of modern-day New Zealand drinkers.