DB Export: I'm Drinking It For You

Ahmad Salim, James Tucker

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Campaign details

Brand: DB ExportBrand owner: DB BreweriesLead agency: Colenso BBDOContributing agencies: Dentsu Aegis Network, Drum Agency, The Sweet Shop, The EditorsMarket: New ZealandIndustries: Beer & ciderMedia channels: Events & experiential, Integrated, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio & audio, Sales promotion, Social media, TelevisionBudget: Up to 500k

Executive summary

Low-carb beers all offer a distinct functional benefit. Yep, you guessed it – lower carbs. But while other beer brands were making a song and dance about how few carbs...

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