DB Export Design & Branding THE WINE THAT SOLD BEER by Colenso BBDO Auckland

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Industry Beers and Ciders
Media Design & Branding
Market New Zealand
Agency Colenso BBDO Auckland
Art Director James Tucker
Copywriter Simon Vicars
Designer Kate Slavin
Photographer Mat Baker
Released March 2012


One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Merit

Credits & Description

Category: Promotional Item Design
Advertiser: DB BREWERIES
Product/Service: EXPORT DRY
Creative Chairman: Nick Worthington (Colenso BBDO)
Creative Director/Copywriter: Levi Slavin (Colenso BBDO)
Art Director: James Tucker (Colenso BBDO)
Copywriter: Simon Vicars (Colenso BBDO)
Senior Account Director: Tim Ellis (Colenso BBDO)
Senior Account Manager: Stefanie Robertson (Colenso BBDO)
Designer: Kate Slavin (Colenso BBDO)
Planning Director: James Hurman (Colenso BBDO)
Planner: Hayley Pardoe (Colenso BBDO)
Agency Producer: Sheriden Derby (Colenso BBDO)
Photographer: Mat Baker (Mat Baker Photography)
Account Manager: Patrick Rowley (Colenso BBDO)
Retoucher: Tias Somers (Colenso BBDO)
Media placement: Wine Bottle - On Premise Liquor Store - April 2012 - 2 Weeks

Describe the brief from the client
In a competitive premium beer market, we knew changing Dry’s fortunes would be tough. So we went to war with someone we knew we could beat - wine.

Research showed that our target market didn’t like wine, but occasionally drank it because of societal pressures to appear sophisticated (eg.) at weddings, work functions, dinner parties etc. Beer can be seen as 'uncouth' or just for 'blokes'. 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.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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 wine retailer where the bottles were stocked recorded their best sales of Export Dry ever.