Export presents the Greatest Beer Garden in the World in new campaign via Saatchi & Saatchi NZ
Next week iconic Kiwi beer brand, Export, will unveil a new creative platform via Saatchi & Saatchi New Zealand named the ‘The Beer for Here’, which brings to life the notion that New Zealand is the ‘Greatest Beer Garden in the World’.
The new campaign will be seen across the country from March 6th, and kicks off with a 60 second TVC which follows the journey of a relatable Kiwi bloke getting a round, and taking it out to his mates in the beer garden. An exaggerated journey from the bar to the table proudly showcases spectacular Kiwi landscapes from the sunny north beaches to southern hills, valleys, rivers and mountains.
Says Fraser Shrimpton, marketing director at DB Breweries: “Our new campaign ‘The Beer for Here’ celebrates Export as a modern beer brand that stands for Kiwi bonding, togetherness and optimism whilst connecting us with our shared pride of Aotearoa, the best beer garden in the world. New Zealand is known for its beautiful landscapes, great climate and abundance of outdoor activities, and Export believes these make our country the perfect place for enjoying a refreshing cold one and bonding with mates. Export’s founder Morton Coutts knew it, so he revolutionised the brewing process back in the fifties to create export quality beer, exclusively for these perfect conditions. The new platform proudly celebrates this.”
Says Sam Forrest, senior marketing manager of domestic brands at DB Breweries: “Getting a round in the beer garden is such a fun-filled story. We love that it reflects the many types of Kiwi characters and mateship you might see in New Zealand beer gardens on a hot summer afternoon. For the eagle eyed Export fans, we also dropped in a number of cheeky ‘easter-eggs’ amongst the main action, like a golden collie, referencing the old Export ad, ‘Fire at the Well’.”
The TVC features popular New Zealand soul funk singer Lou’ana and her band, not only seen playing in the beer garden, but also recording the campaign’s version of the iconic New Zealand song, For Today by the Netherworld Dancing Toys.
The main 60 second film will be complemented with cutdowns, social films, digital advertising, and in store promotions. A serious of dynamic OOH will also bring the platform to life, showing the temperature (and whether it’s good for firing up the BBQ) in real time, as well as the next days’ bite time for those keen on fishing.
Client: DB Breweries
Marketing Director, DB Breweries: Fraser Shrimpton
Senior Marketing Manager, Domestic Brands, DB Breweries: Sam Forrest
Marketing Manager – Domestic, DB Breweries: Hannah Gray
Assistant Brand Manager – Domestic, DB Breweries: Eddie Commons
Creative Agency: Saatchi & Saatchi NZ
Media Agency: Dentsu
Social Agency: Motion Sickness
Director: Jamie Lawrence
EP/Producer: Claire Kelly
EP/MD: Katie Millington
DOP: Gin Loane
Production Designer: Neville Stevenson
Editor: Tim Mauger
Online/Flame/Grade: Leoni Willis
Music Licensing: Tamara O’Neill
Music Rearrangement: Peter Van Der Fluit
Sound Design & Mix: Craig Matuschka
Photographer: Troy Goodall
70 Comments
A great brand resurrection story is over. This is rubbish.
the country will love that.
I’m still enquiring about the free chips.
This is so bad.
And I feel it reflects most badly on Colenso that they lost their prized DB account to this type of work.
Just to clarify, Colenso declined to pitch. The agency saw the direction the client wanted to go and decided not to pursue it. Heartbreaking after 10 years of amazing work, but times changed and it was time to move on.
Nicely done, retro as for Export.
The length of those client quotes tell you everything you need to know.
It wants its cliche-ridden, generic beer advertising back. The most impressive thing is going from Brewtroleum that love song to this crap in such a short space of time. Tough to do, but you pulled it off.
This screams the classic summer kiwi adventure. Dreaming of escaping to different parts of Aotearoa is just what we need at the moment. Well timed, I think this will appeal to the masses. Nice work.
That billboard says ‘The beer for New Zealand conditions’. That is just terrible terrible stuff
But just all that naff dialogue and the music cutting in and out almost didn’t know what it wants to be? That said finally a spot that actually has some craft from a cinematography perspective. Most ads in New Zealand look like crap.
the transitions between the different locations is terrible. its supposed to be one big beer garden?
Back to the classic formula. Raises questions about how the last decade’s creative output really worked?
Bad ads are sad but bad ads with a budget this large, are disturbing.
I liked absolutely nothing about this apart from the mention in the PR release that talked about the “fire at the well” Easter egg which briefly reminded me of an actually good ad.
Smart not to pitch Colenso.
Worst ad for the “best” client in recent history.
PS that music, leaves a taste worst in my mouth than Export.
Without Maud, Sean and Tony, DB completely lost their way. Saying “No” to that pitch was a beautiful moment at the Hill.
Better than Colenso’s last effort https://campaignbrief.co.nz/2021/05/28/innovative-future-of-export-announced-in-a-hilarious-keynote-presentation-via-colenso-bbdo/
Leaving before you get dumped is never a good look. Crowing about it and taking digs at ex-clients is worse.
Some bitter colenso people and maybe for good reason.
They did some of the most iconic beer work, no doubt the most creative and effective based on awards won but also DB Exprt grew from outside the top 8 to be the biggest beer brand by volume. Now some might argue the creative work wasn’t responsible for this but.
This seems like a needless change in direction from new clients trying to create a new path to glory from the old clients.
Cheesy and cliche. Reflects badly on the client more than it does on the agency.
Like you’ve all done better work.
I like it.
I think it’s great, and I bet the punters will love it too. Sorry to be a killjoy.
THink S&S did it – bunch of blokes walking through the back yard on the way to the footy or golf. bucket hats, cheap mainstream gags.
many many boys beer adventure ads done there’s a market for them bill it
If when you post on here you have to show the last ad you made. That’d be fun. So is this ad. Much better than that last keynote one.
They’ve come a long way.
https://youtu.be/Be4nHSsRKHU
NZ will love it. I don’t mind it.
NZ as a beer garden – it has huge summer vibes and kinda joyful.
There’s nothing wrong with being popular, it’s hard.
Sure, the ad is familiar, but so is most of the stuff coming out of 101 College Hill.
BTW: Deep discounting got Export to the top, not the ads.
Deep discounting didnt get Export to the top you muppet.
The fact no body really cared about Export Gold helped – when mainstream options where Tui, Lion Red, Speights, DB Draught etc. Export was a safe option.
DB also switched mainstream strategy from regional (DB Draught retreated from the North Island, Tui retreated from the South Island) and both these became VFM brands, letting Export Gold be the hero in store with positioning and pricing.
Also Export Gold is a lager, the others all ales – young people moved taste preference from ales to lagers.
The new packaging was successful and putting it into a clear glass bottle was incredibly smart.
Then you add in being the first to launch a low carb beer in 33 – this was both volume and revenue driving and incredbily incremental to the DB family.
Then you add in being the first into the Citrus category was very smart from them.
Then you add in some smart positioning around Made By Doing and the environmental play – interesting thought I heard from DB folk that how they measure the brand strength (Brand Love/Distinctiveness) never shifted and was really really really low. No one knew of the brand DB Export. Just Export Gold. Probably why they are dialing up the Export and the yellow and have dropped DB.
Honestly, DB Export turnaround over the last decade or more was masterful. You have to tip your hat to the DB marketing team – who funnily enough all the key members are now Managing Directors at Heineken companies around the world – shows you how Heineken global viewed the turn around of DB Export.
Sorry, Morty,
I see the same sales data as you, I saw the deep discounting figures.
It was the running joke on our client-side (which included DBers).
If the client loved the work and the agency then why did they leave?
Well done Saatchis, finally an ad for Export people will love. It’s been a while.
So nice to see a big ol beer ad from them. The beer petrol/sand ideas were great too (hello award juries) but this will do more for Export.
Anyone know who the creatives were?
If it were deep discounting, you would think that would of helped Tui and DB Draught given that they are promo bundled together and price aligned. But no. the pricing actually went up, and DB continued to take price on Export. Lion actually have a higher price promo cut vs DB achieving a more consistent price promo structure.
Also I note you didnt care comment on how the brand grew with the successful launch of sub-variants and repackaging. Pricing might work for a year or two.
DB Export grew YOYOYOYOYOYOY.
Here’s another one that doesn’t matter
Colesno are to blame for losing the account – they delivered sh!t ideas for Export over the last 3 years. Dined out on Brewtrolum and Drinking Love Song for far too long. Couldnt evolve it from there and have become very arrogrant
I didn’t mind it.
average
says you all need to grow up. The industry you all represent wants to be taken seriously and have a seat at the C-Suite. Well I can tell you they do read these blogs and comments and only goes to reinforce the pettiness and immaturity of the industry and a reason the keep agencies at arms length.
If I were someone in Colenso’s management team, then I’d be flicking around an email asking people to stop posting. It’s not a good look.
From an outsiders point of view (I’m semi retired), judging by the comments posted Colenso would be the last place on Earth I would give my beer account to.
You’re acting untouchable.
Exit with grace. Don’t let anger define you.
Am I the only one who can’t look past the fact that Export Gold is terrible & the beer market has moved on? I know someone from DB (Or Saatchi will respond citing sales data showing it’s the most sold beer or something), but it doesn’t make sense to me that they’re still trying to market it as ‘The beer of New Zealand’, seems stagnant, outdated. Interested to hear a different opinion.
I watched before I read the comments and liked it a lot. Now I don’t know what to think.
Anyone wanna come over for one?
Things are looking up.
I dont know anything about advertising, but it makes me want to get out in our beautiful backyard this weekend and drink an Export. So my uneducated opinion is that they have probably done a great job of delivering on the objectives of a beer ad?
Greatest beer garden is fun, so is the execution. Have a beer everyone.
This work is average. Very average. Following into Lions trap of appeasing pre-flight testing with a big expensive sound track it seems. What has happened to New Zealand marketers. The breweries have completely lost their edge – in both marketing and product development. Getting killed in the fight for new consumers by small independents like Pals and Grins and the like. Step it up before it is too late, but perhaps it already is.
Thank godness they got over their greenwashing eco bullshit that beer drinkers simply don’t care about. This work might be average in the creative stakes, but I am sure drinkers will love it.
I have some untold stories about how Colenso fell out of love with DB. Also happy to provide you with complete sales data @realist. Please email me at morton.coutts@morton.coutts.
this wont be winning the award thirsty clients any awards. might sell from beer unlike the last decades work from Colenso.
Yes I know the creatives. They are some of the best in the biz. Most likely better than you.
Good to see New Zealand is still obsessed with celebrating the lowest common denominators in the crassest, most cliched ways possible. Advertising is supposed to help you escape the banality and unpleasantness of reality. Only in New Zealand do ads go out of their way to constantly remind you of it. Class it up New Zealand, the world is embarrassed on your behalf!
I can’t wait to see these comments in the case study video. “We got the nation talking’.
Like assholes.
she did.
My son and his mates would love this. The laddie banter and humor talks to them at their level. Only problem is – he’s 15.
From meaningful, insightful, famous and courageous work that drove the industry forward and inspired people to do better – to good old fashioned beery metaphors. It might do fine. But it’s a crying shame.
Famous in advertising for sure. But not in living rooms.
I love it when kiwis living overseas think ‘the world is watching’ because of one ad that doesn’t meet their standards.
Oooo….working overseas? Wow, Big deal.
I’ve worked overseas, no one gives a toss about NZ advertising.
This ad will prove more popular than any other DB ads of recent years.
Well done, Saatchis.
Though it did feel a little bit 2Degrees launch-ish.
some of the comments in here are so embarrassing.
The hatred in this thread is actually targeted at clients who don’t understand how advertising works but go ahead and ruin it anyway.
Loved the ad! Such a creative way to showcase Aotearoa’s incredible scenery and capture the feel of how our whole country is our backyard/playground.
Well done 🙂
Now now, don’t be jealous that Kiwi ad execs overseas are making more money than you and not being forced to make work that celebrates bogans…
If you’re good you can actually make very good money in NZ, if you’re a bit average you have to go overseas to do it. How awkward for you.
For how long though? All 3 agencies in NZ are an account away from going under. Turns out I prefer job security, British pounds, and the Amalfi Coast on my backdoor to being a top 5 NZ ad wanker making soulless bogan-centric work. Different definitions of success, I guess!
That’s what New Zealand has become. Thanks advertisers.
I’d rather watch the Air NZ rap video twice than watch this ad once.
I don’t see what all the fuss is about. It’s just a bit of fun. Nicely done too.
Where is he? Thought he’d be all over this. Then we can put this thread to bed.
balls deep with how bad this is shows the strength in their team needless to say
I dispair what advertising has become.
Where is the danger?
Advertising used to be dangerous and provide dangerous moments.
For instance, years ago I worked on the Waitemata Pale Ale and DB Green account as a young up and coming know it all.
This was back in the day when there were perks galore due to the fabulous 20% commission on media, which meant everyone had a company car, including me.
I had a big fat V8 Jag, mainly because the boss used to drive one in The Sweeney and they looked fuck-off. It was huge, BRG, and it took up two car park spaces.
Once, after a boozy lunch in town with the DB client, I had to race out to West Auckland to pick up some ‘essential supplies’ from a fella for the upcoming weekend.
After having a couple of jugs of beer I felt the urge to test the legs of the V8 on the Northwestern. At about 100mph the vehicle became a pleasurable monster to ride.
However, a pesky MOT officer spotted me and took chase. Quickly I darted off the motorway and tried to lose him in the sprawl of Te Atatu South, but his black and white Ford Cortina was as nimble as mine was fast.
Back in those days, the MOT officer had to catch you in the car to ticket you. So, being smart, desperate and not wanting to lose my license, I drove behind some shops, ran into the nearest place, a hairdresser, and hid. My devious plan worked. The officer couldn’t find me and that was that. Another narrow escape.
DB holds fond memories for me. Dangerous ones.
Always been a fan of Jamie.
I think the ad was a cliche, but in the best possible way. Have watched many times and have a big smile every time. I know some friends who are stuck on it and a little obsessed. Must have that Kiwi charm to do that. Well done S & S and the actors do a superb job, especially the lead. LOLz