DB Export launches the ultimate lager vs. craft showdown in latest campaign via Colenso BBDO
The world is more divided than ever. The beer category is no exception, where the battle between lager and craft beer drinkers has struck unprecedented heights. Fortunately, DB Breweries has an answer. To champion people who are sceptical of traditional lager / craft brews, DB Export has set out to bridge the divide with the launch of DB Export Hop Lager – all the refreshment of lager with the flavour of more hops. You can now have it all.
The TV spot, created by Colenso BBDO and Tim Bullock of Scoundrel, points out our similarities, rather than our differences. When two gangs enter a bar, the group of blokes kick up a fuss about differences that they don’t have. As the standoff intensifies and a turf war seems imminent, the bartender leaps over the bar and unifies everyone with a bottle of DB Export Hop Lager. Two different palates are fused and peace is restored, picturing how similar we all really are.
The new product and campaign align directly with DB’s “Made by Doing” platform, meeting the changing needs of Kiwi drinkers and creating an evolutionary drink that the beer category needs.
Says Tony Wheeler, senior marketing manager at DB Breweries: “Beer drinkers enjoy a massive repertoire of beer, with 55% of people buying both craft and lagers. To complement and unite both worlds, we’ve brewed a lager with slightly more hops, improved for today’s tastes with a little more flavour and character. A lager where the real point of difference is the brew, not just the label.”
Could this be the answer to world peace? Probably not. But at least we have beer.
The launch campaign will also be brought to life across out-of-home, radio and social.
Agency: Colenso BBDO
Client: DB Breweries
Sean O’Donnell, Marketing Director
Tony Wheeler, Senior Marketing Manager,
Nicole Scown, Marketing Manager
Media Agency: PHD Media
Production Agency: Scoundrel
7 Comments
yeah. Flat.
the mmmm of lager. The ahhhh of hops. the pfffffft of terrible advertising.
Hardly terrible. The beer is yes, but this ad’s all right.
In the world of ads including big save furniture, the ad is alright. In the world of beer ads, it sucks.
Hmm. Execution is a bit sloppy on this one… Where did his drink tray appear and disappear to? Also- anamorphic lenses are great- but not when your speaking character is framed on the extreme sides and out of focus… TB is great- must of been in a rush to get out of there. Pacing and rhythm isn’t working for me either.
This ad is so unbelievably bad. It’s just like every beer ad ever, only more cheezy, lame and even less creative. (I didnt think this was possible)
Script for beer ad:
Get 4 or more guys together.
Ensure none of them are cleanshaven. Stubble is compulsory.
Get them to say 5 or more 1-liners in the hope that one of them catches on.
At the end if the ad, beer solves all of the problems and they either “cheers” or they hold the beer up in the air, and condensation runs down the bottle.
Every time i see a beer ad like this i change the channel and vow never to buy that brand.
Lame racial stereotyping.
Uncomfortable pause
Boring conflict scene lacking attention to detail
Uncomfortable pause
Hooray for creating an uninspiring brand that makes the consumer think they’d be stupid if they were caught drinking the product
However, product will probably sell well and advert will be given undue praise because DB has power to discount heavily at retail and push volume through the market to consumers that are motivated by price only.