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  • Marketing

    Drink beer, save the world

    Jun 06, 2018 4 minutes

    Campaign

     Brewtroleum

    Client

     DB Exportt

    Agency

     Colenso BBDO

    Background: Beer consumption is in steep decline globally – nowhere more so than in New Zealand. Over the past decade, society’s ‘carefree fun’ perception of beer has shifted, making it harder for people to justify going for a drink. The trend towards healthier lifestyles and the lowering of drink drive limits have also contributed to New Zealanders drinking less beer than ever before. The decline in the mainstream sub category has been even greater than for the overall beer market – a big problem for DB Export and its range of mainstream beers: Gold, Dry, Citrus and 33.

    The brief: to develop a brand-focused, TV-led, campaign for DB Export that would

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