DB Export has launched its new campaign to tote its latest beer – DB Export GOLD 0.0 via Colenso BBDO.
The ad is a musical number and comedy routine all rolled into one, with spectacular theatrics peppered with funny moments and grounded in the everyday by relatable settings and characters.
Set in an iconic Kiwi summer spot, the ad leans into the unusual and bends the constraints of real world possibility, and has not been afraid to glitch the matrix a bit. Produced by Sweetshop and directed by Damien Shatford.
Sean O’Donnell, marketing director at DB Breweries, commented: “When devising the launch strategy for DB Export GOLD 0.0, we knew we needed to start right at the beginning and look at the initial reactions people had to the product. We had to answer the first question beer lovers asked in product development: Why are we drinking these?
“The simple answer is that drinking beer with 0.0% alcohol allows you to stay in control. The campaign line answers that question, ‘That’s why’.
“We are seeing a growing trend towards products with lower alcohol and carbohydrates, with nearly one in every 10 beers bought in New Zealand now being either a lower carb, or a low or no alcohol product2. This emerging market is an exciting one. People are curious about 0.0% beers.”
The campaign will run across digital, TV, billboards and radio, from this week.