DB Export: Beer – The untold story
Category: Most Effective Integrated CampaignAgency: Colenso BBDOClient: DB Breweries
Summary
Using a variety of channels and activities and successfully combining tradition and innovation, this campaign single-handedly revived DB Breweries' Export family of beers and reversed nearly a decade of declining sales.
Since 2002, six campaigns had tried to revive the DB Export brand – this was a last ditched effort to breathe life into what once was the brand of choice among students and young professionals, and a mainstay of the New Zealand beer category.