Export Gold

D B Breweries wanted its Export Gold to become New Zealand's most popular mainstream beer. Export Gold is now considered by drinkers to be the most popular beer in the country.

 

Advertising Effectiveness Winner:

Export Gold 

Agency: Meares Taine

'FLATMATES'

The Golden Pinnacle is awarded to the campaign considered the most effective advertising of all those entered in the biennial awards.

The brief was plain: DB Breweries wanted its Export Gold brand to become New Zealand's most popular mainstream beer.

In a market place that has become increasingly crowded with beer brands, including imported premium lagers and global brands like Heineken and Stella Artois being brewed under licence in New Zealand, that's a big enough challenge. But it was made tougher by constraints on liquor advertising.

Meares Taine found an...

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