The DB Export Dry “The Wine Is Over” campaign has won a Silver Integrated Lion and Bronze Direct Lion at 2012 Cannes International Festival of Creativity. Introduced as New Zealand’s first premium Dry beer in 1987, the brand had become just one of many over the years. Research showed that young men, the target market, didn’t like wine, but occasionally drank it because of societal pressures to appear sophisticated at weddings, work functions, dinner parties and restaurants. Beer can be seen as ‘uncouth’ or just for ‘blokes’, and even premium beers struggle to make it to the dinner table. Export Dry was positioned in an integrated campaign as the beer that saves men from wine, a premium beer that guys could feel comfortable drinking on any occasion. A television commercial, “The Great Wine Depression”, supported by print, online and point of sale advertising, pitched Export Dry as the beer that could save men from wine. Wine lists encouraged men to stop playing pretend and order a beer. DB even created a special edition wine that gave guys $5 off Export Dry beer.
Click on the image below to play the Depression Years video in YouTube (HD)
Click on the image below to play the Swirl video in YouTube (HD)
Click on the image below to play the Stall video in YouTube (HD)
Click on the image below to play the Sniff video in YouTube (HD)
Up and down the country, men said no to wine and picked up Export Dry instead, completely turning around Export Dry’s fortunes. In one month, the campaign helped Export Dry sales grow 20%, while it’s biggest competitor decreased at 8%, all within a beer market declining at 7%. And success has continued. In the first 3 months, sales have experienced a complete turnaround, up 41% from the start of the year.
The Wine Is Over campaign was developed at Colenso BBDO by creative chairman Nick Worthington, creative director/copywriter Levi Slavin, art director James Tucker, copywriter Simon Vicars, digital creative director Dan Wright, designer Kate Slavin, senior account director Tim Ellis, senior account manager Stefanie Robertson, planner Hayley Pardoe, agency producer Jen Storey, digital producer James Mcmullan, agency producer Sheriden Derby, planning director James Hurma.
Filming was shot by director Steve Ayson via The Sweet Shop with director of photography Crighton Bone. Editor was Peter Sciberras at The Butchery. Online editor was Leoni Willis at Toybox. Sound and music were produced at Liquid Studios by sound designer Craig Matuschka and composer Peter Van Der Fluit.
Photographer was Alistair Guthrie at Snapper with producer Sarah Hough and retoucher Tias Somers.