DB Export: Brewtroleum

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Advertiser: Heineken New ZealandAgency: Colenso BBDOCountry: New Zealand

Objectives

The State of the Beer Market

Beer consumption is in steep decline globally, and nowhere more so than in New Zealand. Over the past decade, society’s ‘carefree fun’ perception of beer has shifted, making it harder for men to justify going for a drink. The trend towards healthier lifestyles1 and the lowering of drink drive limits2 have also contributed to New Zealanders drinking less beer than ever before.

Current statistics place beer consumption down 6% versus the previous year3. Furthermore,...

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