DB Export makes song and dance over new extra low carb beer in latest work via Colenso BBDO

20190118_DB_Hero_D84874 copy (1).jpgThis Valentine's Day, DB Export's delicious new low carb beer launches with a full song and music video titled I'm Drinking It For You via Colenso BBDO. The R&B ballad shines the spotlight on Kiwi couples, turning the simple act of choosing a low carb beer into a gesture of romantic love.

DB Export has a history of giving its drinkers license to have a beer; the world-recognised Brewtroleum and Beer Bottle Sand campaigns were based on the idea that enjoying a DB Export Gold could help save the entire world.
 
This latest iteration from the brand breaks new ground by recognising male and female drinkers equally, by starring two of NZ's brightest new singing talents Keshia and Tom, who recorded the single, and perform in the music video.

Says Tony Wheeler, senior marketing manager, DB Export: "DB Export Gold Extra Low Carb is the delicious, full-flavored answer to the divided state of the modern world."
 
Says Beth O'Brien and Thom Darlow, the Colenso BBDO creatives behind the campaign: "It's great to see a beer brand give a one-handed salute to stereotypes, and speak to everyone equally. This work is a huge leap forward for beer advertising in NZ," before attempting to clap one-handed.
 
Screen Shot 2019-02-11 at 6.41.30 am.jpgSays Damien Shatford from Sweetshop, who directed the music video: "R&B is the best! I always knew it stood for romance and beers."

Says Fiona King, managing director and executive producer, The Sweetshop: "We love romance, great beer, and stories at Sweetshop. All inseparable. It was an absolute pleasure to acknowledge that drinking beer has a rightful higher purpose."

The song is available on all major streaming platforms wherever you find great music including Spotify and Apple music, and is accompanied by a full campaign to bring our nation closer together that includes beer bouquets for couples to give each other on Valentine's Day, a remix of the song that plays in gym classes while people cut their rig for their partners, live performances of the song around the country, dedication hours on the radio, karaoke beer tastings, and a digital service that lets fans write their own lyrics and send them as a digital singing telegram to their loved ones.
 
Get your first sip of DB Export's loveliest new beer in any of New Zealand's finest liquor establishments, as we bring the nation closer together, one bottle at a time.

Hear the spot on iTunes or Spotify.

Client: DB Breweries
Sean O'Donnell - Marketing Director
Tony Wheeler - Senior Marketing Manager
Agency: Colenso BBDO
Director: Damien Shatford
Production Company: Sweetshop
Sound Design & Mix: Liquid Studios
Music Production: WorldPeace.fyi
Online: The Machine Room

9 Comments

DH said:

Finally, some work that lives up to the Colenso legacy.

Ten said:

This is killer. So so good guys.

Holy Shit said:

So good!!!

Lorne said:

Love it!

Smashed it said:

An ad you have to watch all the way to the end. Brilliant.

BT said:

A huge leap forward for beer advertising in NZ? If you say so yourself...

Exactly the same idea as... said:

This low carb beer ad:

https://www.youtube.com/watch?v=tB_ee_X-dKI

But a nice execution none the less

It's the same campaign said:

@Exactly the same idea as... This new ad is an evolution of the same campaign, hence the tweaking of the same endline. Colenso made both ads for DB Export.

@ Exactly the same idea as... said:

This is the last ad that Colenso did. For the same product. So well done, you just pointed out that the second ad in a series for the same product is quite similar.

At least you get this delightful trophy for being 'idiot of the week'.

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