DB Export launches amusing summer campaign for new GOLD 0.0% beer via Colenso BBDO
DB Export has launched a hilarious new campaign to tote its latest beer – DB Export GOLD 0.0 via Colenso BBDO.
The ad is an impressive musical number and comedy routine all rolled into one, with spectacular theatrics peppered with funny moments and grounded in the everyday by relatable settings and characters.
Set in an iconic Kiwi summer spot, the ad leans into the unusual and bends the constraints of real world possibility, and has not been afraid to glitch the matrix a bit.
Says Sean O’Donnell, marketing director at DB Breweries: “When devising the launch strategy for DB Export GOLD 0.0, we knew we needed to start right at the beginning and look at the initial reactions people had to the product. We had to answer the first question beer lovers asked in product development: Why are we drinking these?
“The simple answer is that drinking beer with 0.0% alcohol allows you to stay in control. The campaign line answers that question, ‘That’s why’.
“We are seeing a growing trend towards products with lower alcohol and carbohydrates, with nearly one in every 10 beers bought in New Zealand now being either a lower carb, or a low or no alcohol product2. This emerging market is an exciting one. People are curious about 0.0% beers.”
The campaign will run across digital, TV, billboards and radio, from this week.
Marketing Director: Sean O’Donnell
Senior Marketing Manager: Fiona Marston
Marketing Manager: Sam Forrest
Brand Manager: Bridget Owen
Brand PR & Content Manager: Natasha Gillooly
Creative Agency: Colenso BBDO
Production Company: Sweetshop
Director: Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
DOP: Crighton Bone
Editor: Luke Haigh
Colourist: Dave Gibson
Online Editor: Stu Bedford
Sound Design: Liquid Studios
Sound Design: Craig Matuschka
Music Producer: Tamara O’Neill
Music – Artist/Title: Pete Van der Fluit
Stills Production: Collective Force
Photographer: Simeon Patience
Producer: Jason Jones
Retoucher: Jason King
11 Comments
I didn’t get the ‘it lets you stay in control’ angle until I read the article. For me, it was just a bunch of people doing a random pyramid in order to try and avoid that other bloke’s question. If I saw the billboard, I’d never understand what ‘that’s why’ meant? Is staying in control the only reason to drink this? Why wouldn’t you just drink water? Or juice? Or a soft drink?
Very nicely shot. But zero point zero idea what’s going on…?
I didn’t get the control thing either. I thought it was the ‘that’s why’ strategy being illustrated, that’s why they did the pyramid.
Also, the new age hippy vibe. Why?
And the V Energy drink style end tagline soundbite. Why?
Think I’ll stick to my kombucha.
If that’s why, then I’ll probably just continue being a pisswreck.
Why are you launching a summer campaign in Autumn?
And what happened to saving the entire world? Surely you could of kept that territory alive through this product launch?
would be waaay more fun if you were drunk.
I like it, but wouldn’t drink it
Is this one of those ones where you just try and do something crazy and wacky, it doesn’t have to make sense, just have fun?
If you don’t ‘get it’ don;t comment. It’s obviously hyberbole: staying sober and unwobbly.
The bogan casting is the best bit for me.
I don’t get it. Why wouldn’t I comment?
Agree with most comments so far. Sound strat…funny ad and well cast…but falls over a bit logically for me. Surely ‘staying in control’ is better highlighted by everyday situations that become hard when you’re drunk…versus ridiculous things that couldn’t be done even when sober.