DB Export Print THE WINE SALE THAT SOLD BEER by Colenso BBDO Auckland

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market New Zealand
Agency Colenso BBDO Auckland
Art Director James Tucker
Copywriter Simon Vicars
Digital Creative Director Dan Wright
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: DB BREWERIES
Product/Service: EXPORT DRY
Creative Chairman: Nick Worthington (Colenso BBDO)
Creative Director/Copywriter: Levi Slavin (Colenso BBDO)
Digital Creative Director: Dan Wright (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)
Planning Director: James Hurman (Colenso BBDO)
Planner: Hayley Pardoe (Colenso BBDO)
Agency Producer: James Mcmullan (Colenso BBDO)
Account Manager: Patrick Rowley (Colenso BBDO)
Media placement: EDM - Digital - 23 April 2012

Describe the objective of the promotion.
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.

Explain why the method of promotion was most relevant to the product or service.
Partnering with a major New Zealand wine retailer, we placed our ‘You Don’t Have to Do This Wine’ as a featured product in their monthly electronic mailer.

Instead of an elaborate blurb about its flavour profile, the copy encouraged recipients not to buy wine, but buy Export Dry instead, as beer was what they really wanted. The EDM encouraged guys to click on a link to buy Export Dry online or to come in store & pick it up in person.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The electronic mailer, sent to the retailer’s database of 7500 people, led to a 350% increase in sales of Export Dry, resulting in the wine retailer’s best sales of Export Dry ever.