DB Breweries launches new Export Ultra ‘The Beer for Yeah’ campaign via Saatchi & Saatchi NZ
Next week iconic Kiwi beer brand Export will unveil a fun new creative campaign named the ‘The Beer for Yeah’ via Saatchi & Saatchi New Zealand, to launch Export Ultra, a crisp and refreshing lager that is 99% carb-free, 99% sugar free and contains only 26 calories per 100 ml. The new ‘beer for yeah’ concept explores the notion of being ‘all in’ on life’s best moments.
The light-hearted, modern campaign is an extension of the ‘beer for here’ brand direction launched last year and follows a group of friends who are out to make the best of a scorching hot beautiful summers day in New Zealand, the world’s greatest beer garden. The group enjoys a swim, followed by refreshing Export Ultra, and features the classic Kiwi humour that Export is known for.
The campaign film features an unreleased track from talented Kiwi artist Mitch James, that aligns perfectly with the light, summery friendship moments visited in the campaign.
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Sam Forrest, senior marketing manager domestic brands, DB Breweries, says the strategy was to hone in on the popular low-carb trend and help Kiwis to re-appraise beer as an option: “Low-carb beer is in a period of huge growth, increasing by 38 percent over the past year1, which is interesting to note in a world where people have an enormous amount of choice for alcoholic options.
“We know people who perhaps normally drink another alcoholic option will consider a low carb beer when the environment is perfect, think a hot sunny day and a fun environment with friends, so with this ad we’re transporting people to that perfect day, in the world’s greatest beer garden.”
Says Jordan Sky, executive creative director, Saatchi & Saatchi: “This was a fun chance for us to visit another corner of the greatest beer garden in the world. This time, conveniently just over the neighbour’s fence. What better way to make a… um… splash, and introduce The Beer for Yeah with Export Ultra.”
There are three 15 second ads that have been designed to tap into the target audience’s habits and attention spans. These films will be complemented with cutdowns, social films, digital advertising, and OOH.
Agency: Saatchi & Saatchi
Chief Creative Officer: Steve Cochran
Executive Creative Director: Jordan Sky
Art Director: Gina Morgan
Copywriter: Eliza Romanos
Senior Producer: Jess Drysdale
Executive Producer: Jane Mill
Chief Strategy Officer: David McIndoe
Group Business Director: Aaron Hodgson
Senior Business Director: Briar Dye-Hutchinson
Senior Business Manager: Julia Lewisham
Production Company: Flying Fish
Producer: Sam Attenborough
Director: Gary Johns
Client: DB Breweries
Marketing Director: Fraser Shrimpton
Senior Marketing Manager Domestic Brands: Sam Forrest
Marketing Manager: Hannah Gray
Brand Manager: Eddie Commons
16 Comments
1. How did they get people drinking right before they go for a swim through the ASA?
2. Are they encouraging people to break and enter?
3. Is Colenso gratified that the client left them to go on to make this terrible wallpaper?
Plz respond
No one is gratified with this. I think a pack shot and benefits by VO would do better, but nobody asked.
How has this gone so wrong? A beer brand encouraging trespassing, and launching a summer campaign just as we hit winter.
the highly awarded campaign to launch their previous low carb beer clearly failed and hence why they have deleted it. Awards mean jack shit.
I dont get why they are trying to make export into tui lad beer from the 00’s.
How can you get away with drinking while swimming. Plus the break in. Hmm.
No idea, abysmally produced. What humour? Where is it?
This is very, very bad. It’s “EXPORT YOURSELF!” all over again.
What has gone wrong with this brand? Obviously the agency change hasn’t helped. As there been a change in client ?
Did anyone who work on this look at the calendar and note that we are now entering winter and yet here you are launching a summer beer with a summer themed campaign.
Of the year to date.
The tag line is weak and meaningless. But it does rhyme with ‘The Beer for Here’ so well done. But yes, it’s the same old Export Yourself formula from 10 – 15 years ago. Nice camera work though.
Every time a terrible ad comes on the telly my boyfriend looks at me for an explanation.
And I thought the Long White ad was bad.
You’ll reach a point in your life when you realise it’s best that you don’t tell people what industry you work in or discuss your current projects. That stuff ain’t impressing anyone. I’m still blamed for Dowson’s Shoes ads, which I had nothing to do with.
It’s amazing. I hope it takes out a gong or two. I wonder what the next instalment will be? Maybe an Export Pilsner and a slow slide to meet his brother Tui in the big beer brand graveyard.
OMG. You paid for this as a promotional ad. And it encourages to break the law by trespassing.