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I'm Drinking It For You

I'm Drinking It For You | Db Breweries | BBDO
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basics
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
The Interpretation of the Challenge (30% of vote )

Low-carb is the fastest growing beer category in New Zealand, particularly amongst men and women aged 35-45. DB tasked us with launching their new low-carb offering into a market dominated by international beer brands. These brands have been in market for years, leveraging overseas budgets, celebrity spokespeople, and European histories to win the trust of New Zealanders. Their ads extolled the health benefits of their low-carb offerings, featuring household names with chiselled abs, talking about how few carbs their particular beer had. To claim any sort of significant market share, DB was going to have to take a different approach.

The Insight / Breakthrough Thinking (30% of vote )

Through market research, we noticed the overwhelming majority of people in our target audience were not out partying with their young friends with perfect abs, they were at home with their partners, putting the kids to bed, or washing up after dinner. In this market in particular, because of time and budget pressures, having a beer was seen as a selfish indulgence. So, instead of trying to out shout our competitors about how healthy our beer is, we turned drinking our product into an act of love: a drink you drink to stay in shape for your partner – or in other words, we turned DB Export Gold Extra Low Carb the beer you drink for your significant other.

The Creative Idea (20% of vote )

We wrote an earnest love ballad about all the romantic things you can do for your partner whilst holding a beer, and then cast two of New Zealand’s most ordinary looking, incredible singers to perform it. The song, titled I’m Drinking It For You, was an ode to long-term, plutonic love, glorifying all the little things we do for our partners in the name of love, like taking out the trash, or extending the patio. We wrote the song in the style popular when our target audience were dating, popularised by groups like The Backstreet Boys and Westlife. We shot a music video that revelled in the mundanities of suburban life. All with the aim of giving our drinkers the perfect excuse to have a beer.

The Outcome / Results (20% of vote)

The song gained 5M views (in a country of 4.7M), reached #2 on the Apple music charts, and earned the highest ad engagement and recall statistics in any category in NZ. The campaign was so successful that sales met 8 month targets in just two weeks and outperformed the 2nd best beer launch by 300%. In a market where all mainstream beer brands were in decline, DB Export managed to grow the category by +8%.

Cultural/Context Information for the Jury (150 words)

New Zealand is famous for its acerbic, self-depreciating wit – something the film took care to feature through everything from the set to the talent to the writing.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Strategy
Audience Insight
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