Campaign details
Brand: DB ExportAgency: Colenso BBDOCountry: New Zealand
Objectives
The brief for the NPD launch of DB Export Extra Low Carb beer (ELC) was simple, yet daunting - gain an unfair share of voice and sales against an established competitor with a bold idea that would generate mass awareness and drive consideration and ultimately trial.
- Achieve a 0.5% Volume Share of the total beer category
- Achieve 6,749 HL (hectolitres) volume in the first 12 months
(0.1% share = $1.1 million in retail sales value so 0.5% would deliver $5.5m to the business).
(6,749HL =...