Export Dry: The Wine that Sold Beer by Colenso BBDO Auckland for DB Export

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Export Dry: The Wine that Sold Beer

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Industry Beers and Ciders
Media Print, Magazine & Newspaper, Direct marketing
Market New Zealand
Agency Colenso BBDO Auckland
Art Director James Tucker
Copywriter Simon Vicars, Levi Slavin
Producer Second Unit Agency Producer - Jirka Mika
Photographer Alistair Guthrie
Account Supervisor Senior Account Director
Typographer Set Designer
Released May 2012

Awards

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

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertiser: DB BREWERIES
Product/Service: EXPORT DRY
Agency: COLENSO BBDO
Chief Creative Officer: Nick Worthington
Creative Director: Levi Slavin
Copywriter: Levi Slavin/Simon Vicars
Art Director: James Tucker
Photographer: Alistair Guthrie (Snapper Ltd)
Typographer: Designer: Kate Slavin. Retoucher: Tias Somers.
Account Supervisor: Senior Account Director: Tim Ellis
Advertiser's Supervisor: Russell Browne (Db Breweries)
Producer: Agency Producer: Sheriden Derby
Account Manager: Senior Account Manager: Stefanie Robertson. Account Manager: Patrick Rowley
Planner: Planning Director: James Hurman. Planner: Hayley Pardoe
Account Manager: Senior Account Manager: Stefanie Robertson. Account Manager: Patrick Rowley
Planner: Planning Director: James Hurman. Planner: Hayley Pardoe
Other Credits: Photographer's Producer: Sarah Hough

Ambient Execution Description
Export Dry was New Zealand’s first premium Dry beer, but it has been in steep decline over the over the past decade. We needed to turn Export Dry’s fortunes around and reposition 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 (e.g.) at weddings, work functions, dinner parties, restaurants etc. Even premium beers struggle to make it to the dinner table. So we positioned Export Dry as the beer that saves men from wine.

We took the fight to wine in its own environments.

We created our own brand of wine called, “You Don’t Have To Do This”. The bottles, looked like a sophisticated European wine, including customary gold foil and a picture of a chateau. However, the copy on the back told guys browsing for wine that they were making a mistake and not to buy wine, but to get Export Dry instead, as beer was what they really wanted.