DB Export Outdoor THE WINE LIST by Colenso BBDO Auckland

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THE WINE LIST

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Industry Alcoholic drinks & Tobacco
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market New Zealand
Agency Colenso BBDO Auckland
Art Director James Tucker
Copywriter Simon Vicars
Designer Kate Slavin
Photographer Alistair Guthrie
Released June 2012

Awards

One Show 2013
One Show Collateral / P.O.P. and In-store - Single Merit

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: DB BREWERIES
Product/Service: EXPORT DRY
Agency: COLENSO BBDO
Media Agency: SPARK PHD, Auckland, NEW ZEALAND
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)
Account Manager: Patrick Rowley (Colenso BBDO)
Planning Director: James Hurman (Colenso BBDO)
Planner: Hayley Pardoe (Colenso BBDO)
Agency Producer: Sheriden Derby (Colenso BBDO)
Photographer: Alistair Guthrie (Snapper)
Photographer's Producer: Sarah Hough (Snapper)
Designer: Kate Slavin (Colenso BBDO)
Retoucher: Tias Somers (Colenso BBDO)
Media placement: Ambient - Bar And Restaurant - 27 April 2012

Insights, Strategy & the Idea
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.

Creative Execution
In a competitive premium beer market, we knew things would be tough. So we went to war with someone we knew we could beat: wine.

Everywhere wine was, we were there to convince men to grab an Export Dry instead.

We took the fight to wine in its own environment. We created actual wine lists that encouraged men to stop sniffing, swirling and generally playing pretend, and to order an Export Dry beer instead. The copy acknowledged that the reader was caught in a conundrum: to fake ordering something they didn’t have a clue about to try and impress someone, or be true to themselves and order what they really wanted – a beer. The wine lists were left on tables in bars and restaurants, as normal wine lists would be.

Results and Effectiveness
Up and down the country, men said no to wine and picked up Export Dry instead, completely turning around Export Dry’s fortunes.

In 1 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.