I'M DRINKING IT FOR YOU

Creative Effectiveness Spike

Case Film

MP3 Original Language

Presentation Image

Presentation Image

TitleI'M DRINKING IT FOR YOU
BrandDB BREWERIES
Product / ServiceDB EXPORT EXTRA LOW CARB
CategoryB05. Cultural Insight
EntrantCOLENSO 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

Credits

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

Summary

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.

Please tell us about the cultural insight that inspired the work

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.

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