DB Export Case study THE WINE THAT SOLD BEER by Colenso BBDO Auckland

Adsarchive » Case study » DB Export » THE WINE THAT SOLD BEER


Pin to Collection
Add a note
Industry Beers and Ciders, Business equipment & services, Corporate Image
Media Case study
Market New Zealand
Agency Colenso BBDO Auckland
Released May 2012


Spikes Asia 2012
Promo & Activation Best Product Launch/Re-launch/Shopper Marketing Gold
Promo & Activation Best Use of Merchandising/In-Store Marketing Silver

Credits & Description

Type of Entry Sales Promotion: Use of Media
Category Best Product Launch/Re-launch/Shopper Marketing
Sales Promotion/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Nick Worthington Colenso Bbdo Creative Chairman
Levi Slavin Colenso Bbdo Creative Director/Copywriter
James Hurman Colenso Bbdo Planning Director
James Tucker Colenso Bbdo Art Director
Simon Vicars Colenso Bbdo Copywriter
Tim Ellis Colenso Bbdo Senior Account Director
Stefanie Robertson Colenso Bbdo Senior Account Manager
Kate Slavin Colenso Bbdo Designer
Hayley Pardoe Colenso Bbdo Planner
Sheriden Derby Colenso Bbdo Agency Producer
Alistair Guthrie Snapper Ltd Photographer
Sarah Hough Snapper Ltd Photographer's Producer
Patrick Rowley Colenso Bbdo Account Manager
Tias Somers Colenso Bbdo Retoucher
Describe the brief from the client:
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. We needed to turn Export Dry’s fortunes around and reposition it as a credible premium beer. Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures (e.g.) at weddings, work functions, dinner parties etc. Even premium beers struggle to make it to the dinner table. So we positioned Export Dry as the premium beer that saves men from wine, a beer fit for any occasion.
Describe how the promotion developed from concept to implementation:
We created our own brand of wine called, “You Don’t Have To Do This”. Placed in amongst other wines, the bottles looked like a sophisticated European wine, but on closer inspection were actually ads for Export Dry in disguise. Instead of an elaborate flavour profile, the back label coached men on how to get out of buying wine, and into buying Export Dry. When the wine bottle was scanned at the counter, guys received $5 off a 12 pack of Export Dry and the wine bottle was returned to the display, effectively becoming a perpetual voucher.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The ‘You Don’t Have To Do This’ wine bottles lead to an in-store sales increase of 350% in a single week. The major New Zealand wine retailer where the bottles were stocked recorded their best sales of Export Dry ever.
Explain why the method of promotion was most relevant to the product or service:
Everywhere wine was, we were there to convince men to get an Export Dry instead. By creating the ‘You Don’t Have To Do This’ wine bottles we were able to talk to our target market at the crucial moment of purchase. The bottles were displayed in-store side-by-side with Export Dry, making it even easier for men to grab a box and redeem the discount. Point of sale advertised the wine, while an EDM drove consumers in store to find it. In essence we created a product that encouraged customers not to buy it. A wine that endorsed buying beer instead.