Advertising Effectiveness Winner:
Export Gold
Agency: Meares Taine
'FLATMATES'
The Golden Pinnacle is awarded to the campaign considered the most effective advertising of all those entered in the biennial awards.
The brief was plain: DB Breweries wanted its Export Gold brand to become New Zealand's most popular mainstream beer.
In a market place that has become increasingly crowded with beer brands, including imported premium lagers and global brands like Heineken and Stella Artois being brewed under licence in New Zealand, that's a big enough challenge. But it was made tougher by constraints on liquor advertising.
Meares Taine found an...