Redefining the romantic ballad… with beer | WARC | The Feed

Redefining the romantic ballad… with beer

DB Breweries broke out of category norms with ‘I’m Drinking It For You’, a smash-hit R&B ballad which shoppers couldn’t help but notice.

The details 

DB Breweries’ new extra low-carb beer needed to make a splash with beer-loving Kiwis, and in a category where there were already several competing products. To make it more permissible to the mainstream, DB Breweries wanted to lead with an emotional benefit rather than functionality, which defined the marketing of competing products. 

Why it matters

New product launches in crowded categories require creative, attention-grabbing ideas, especially outside the peak launch season. Done well, these campaigns can pay off in the long term.

Key takeaways

• Don’t skimp on the detail - ensure every part of the campaign, from casting to channel selection is well thought out. 
• By launching an ‘off peak’ for beer-drinking season, DB Breweries was able to take advantage of a quieter advertising period for the category and build brand awareness through the year.
• Embrace big attention-grabbing creative ideas and follow them through.