DB Export Case study THE WINE IS OVER by Colenso BBDO Auckland

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Industry Beers and Ciders
Media Case study
Market New Zealand
Agency Colenso BBDO Auckland
Director Steve Ayson
Art Director James Tucker
Copywriter Simon Vicars
Designer Kate Slavin
Photographer Alistair Guthrie
Digital Creative Director Dan Wright
Editor Peter Sciberras@method Studios
Released June 2012


Cannes Lions 2012
Titanium and Integrated Lions Titanium and Integrated Silver

Credits & Description

Type of entry: Titanium and Integrated
Category: Titanium and Integrated
Advertiser: DB BREWERIES
Product/Service: EXPORT DRY
Type of Entry: Titanium and Integrated
Category: Titanium and Integrated
Advertiser/Client: DB BREWERIES
Product/Service: EXPORT DRY
Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND
DM/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Director of Photography/Cinematographer: Crighton Bone ((Freelancer))
Digital Creative Director: Dan Wright (Colenso BBDO)
Planner: Hayley Pardoe (Colenso BBDO)
Planning Director: James Hurman (Colenso BBDO)
Agency Digital Producer: James Mcmullan (Colenso BBDO)
Art Director: James Tucker (Colenso BBDO)
Agency Producer: Jen Storey (Colenso BBDO)
Designer: Kate Slavin (Colenso BBDO)
Creative Director/Copywriter: Levi Slavin (Colenso BBDO)
Creative Chairman: Nick Worthington (Colenso BBDO)
Agency Producer: Sheriden Derby (Colenso BBDO)
Copywriter: Simon Vicars (Colenso BBDO)
Senior Account Manager: Stefanie Robertson (Colenso BBDO)
Senior Account Director: Tim Ellis (Colenso BBDO)
Sound Design: Craig Matuschka (Liquid Studios)
Composer: Peter Van Der Fluit (Liquid Studios)
Photographer: Alistair Guthrie (Snapper)
Editor: Peter Sciberras (The Butchery)
Director: Steve Ayson (The Sweet Shop)
Online Editor: Leoni Willis (Toy Box)
Describe the campaign/entry
Export Dry was New Zealand’s first premium Dry beer. But over the past decade the premium beer category has exploded, pushing the once popular Export Dry into obscurity. As a consequence Export Dry sales are in steep decline. We needed to turn Export Dry’s fortunes around and once again position it as a credible premium beer for young guys.
Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures to appear sophisticated (e.g.) at weddings, work functions, dinner parties, restaurants etc. Beer can be seen as 'uncouth' or just for 'blokes', and even premium beers struggle to make it to the dinner table.
So we positioned Export Dry as the beer that saves men from wine. A premium beer that guys could feel comfortable drinking on any occasion.


Up and down the country, men said no to wine and picked up Export Dry instead, completely turning around Export Dry’s fortunes.
In one month, the campaign helped Export Dry sales grow 20%, while it’s biggest competitor decreased at 8%, all within a beer market declining at 7%.
And success has continued. In the first 3 months, sales have experienced a complete turnaround, up 41% from the start of the year.

Describe the creative solution to the brief/objective.

In a competitive premium beer market, we knew things would be tough. So we went to war with something we knew we could beat… wine.
First we took the fight to TV, pitching Export Dry as the beer that would save men from wine. Starting with Export Dry’s launch in 1987 in the middle of New Zealand’s Great Wine Depression, the battle lines were drawn for the fight to continue in 2012.
We then opened up multiple fronts – print, online, in-store, ambient, promotional and direct.
We even took wine on in its own environments. We created wine lists that encouraged men to stop playing pretend and order a beer, while also creating our own special edition wine that gave guys $5 off Export Dry, using it to hijack a wine store.