THE UNTOLD STORY by Colenso BBDO Auckland for Db Breweries

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THE UNTOLD STORY

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Industry Beers and Ciders
Media Promo & PR, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Director Gary De The Glue Society
Creative Director Levi Slavin
Art Director Mike Davison
Business Director
Copywriter Karl Fleet, Tom Paine, Lachlan Mcpherson
Editor Run - Adam Jenkins, Justin Harwood
Released September 2012

Credits & Description

Category: Best Launch or Re-launch
Advertiser: DB BREWERIES
Product/Service: BEER
Executive Creative Director & Copywriter: Nick Worthington (Colenso BBDO)
Creative Director: Levi Slavin (Colenso BBDO)
Art Director: Mike Davison (Colenso BBDO)
Copywriter: Karl Fleet (Colenso BBDO)
Copywriter: Tom Paine (Colenso BBDO)
Digital Developer: Dan Wright (Colenso BBDO)
Group Account Director: Angela Watson (Colenso BBDO)
Account Director: Tim Ellis (Colenso BBDO)
Account Manager: Stefanie Robertson (Colenso BBDO)
Planner: James Hurman (Colenso BBDO)
Planner: Steve Clark (Colenso BBDO)
Agency Producer: Nigel Sutton (Colenso BBDO)
Director: Glue Society (Revolver Films)
Producers: Michael Ritchie, Caroline Barry, Jeff Williams
Cinematographer: Russell Boyd
Editor: Adam Jenkins (Feed the Walrus)
Editor: Justin Harwood (Tomorrowland)
Online Editors (Visual Effects): Jon Baxter, Mike Robinson (Perceptual Engineering)
Sound Design: (Liquid Studios)
Media placement: Newspaper Insert - National Papers (Canvas, Your Weekend, NZ Herald, Dominion Post, Christchurch Pr - 10/10/2010
Media placement: TVC 60” - National TV - 13/10/2010
Media placement: TVC 30” - National TV - 13/10/2010
Media placement: Newspaper Insert - National Papers (Waikato Times, Bay of Plenty Times, Taranaki Daily Post, Herald - 10/10/2010
Media placement: TVC 90” - National TV (TV2, TV3, C4, Heartland, Prime, Sky Sport 1, Sky Movies, Discovery) - 7/10/2010

Summary of the Campaign
We were asked to advertise DB Export Gold, a beer in steady decline for almost a decade. Instead, we released another beer.

The problem facing Export Gold was that it had no history. We spoke to the brewer. He told us the incredible story behind the first Export brew - the grandfather of Export Gold - a story with heroes, villains, betrayal, rebellion, and the uprising of the common man.

Our plan was simple, re-release the infamous first 1950s brew and tell its story. And by doing so give Export Gold a history and a connection with New Zealand that it had never had before.

The day the vintage brew hit the shelves we released a short film telling the story of how the 1950s New Zealand government taxed imported beers out of the reach of the common man, and how one brewer defied the government by releasing an import quality beer that avoided tax.

The campaign got major media attention, invoking a response from parliament, and featuring at TED.

For the first time in almost a decade Export Gold sales increased, growing from 11.1% Volume Share to 12.9% in just 6 months.

Without doing a single ad for Export Gold we revived the fortunes of the brand.

Proof that every brand needs a good story.

The Situation
We were asked to advertise DB Export Gold, a beer in steady decline for almost a decade.

The problem facing Export Gold was that it had no history. It was seen as an out-of-date 80s marketing beer and the brand was slowly dying.

People were embarrassed to be associated with the beer. It had become a bit of a joke.

In that regard, advertising the beer directly wasn’t working.

Previous agencies had tried that and still the brand’s share of market declined.
It was time to do something new.

The Goal
We were asked to advertise DB Export Gold, a beer in steady decline for almost a decade.

The problem facing Export Gold was that it had no history. It was seen as an out-of-date 80s marketing beer and the brand was slowly dying.

The main goal was to change public perception of Export Gold. To give it credibility, to give it a history, to get people talking about it for the first time in 10 years, and get people to be proud to take it to BBQs again.

The ultimate goal was to turn around the steady decline of the brand’s market share.

The Strategy
Export Gold has been the most troublesome beer in the DB Export family. Individually, the beer’s popularity has been steadily declining, but compounding the problem the category has been declining too.

Export Gold was seen as an out-of-date 80s marketing beer. And nothing any previous marketing had done had managed to change that perception.

After a great deal of research we discovered that the origins of the DB Export family had one of the greatest beer stories of any New Zealand beer; a story with heroes, villains, betrayal, rebellion, and the uprising of the common man. It was a story that had never been told.

Our strategy was to make sure that every New Zealander got to hear this story and then reassess their connection with the newer DB brands.

Execution
Once we had the story of the DB Export family. The trick was to tell it in the most compelling and honest way we could. We chose to lead the campaign with a short film. The film ran in cinema and online.

Next we released the original brew exactly as it had appeared in the 1950s. The product was a hit.

From there we told the story everywhere we could; press, radio, posters, online, on TV, in bars. Everywhere we told the story we connected Export Gold with the Original Export.

On the DB site we released interviews of people who knew Morton Coutts personally, and old timers who were affected by the Black Budget crisis of the 1950s.

The campaign got major media attention, even invoking a response from parliament.

Documented Results
Export Gold has gone from 11.1% Volume Share to 12.9% in just 6 months

Export Gold’s low Carb cousin, Export 33 has gone from 22.7% Market Share in December 2010 to 27.7% in February 2011.

Overall the Export Family Volume Share has gone from 6.2% March 2010 to 6.7% in the total beer category

The DB Export Original Beer has a 41% Awareness of the beer with the target and an 8% Trial of the beer with the target.