DB Export Gold Low Carb redefines the romantic ballad

Anna Hamill

DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.

How do you launch a low-carb beer in a crowded category after the peak summer consumption months are over? By launching a song and music video so infectious that shoppers can’t help but take notice of it.

The Colenso BBDO creative team knew they were onto a winning idea for DB Export’s new low-carb beer when their song demo went viral in the Auckland, New Zealand agency’s office. The ‘I’m Drinking It For You’ campaign showed a couple enjoying DB Export Gold Extra Low Carb beer while singing a romantic and hilarious power ballad. 

“We sent it to one person...

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