DB Export launches extra low carb beer in NZ with Valentine's Day campaign via Colenso BBDO

20190118_DB_Hero_D84874 copy (1).jpgThis Valentine's Day, DB Export's new low carb beer launches in New Zealand with a full song and music video titled I'm Drinking It For You via Colenso BBDO Auckland.

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.

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


11 Comments

4:3 said:

nice, but long. cut it in half. 90" /120" would have been perfect.

Love it said:

Might be too long for some, but probably not long enough for others. But whether its a 90/120 0r 240 secs I love it. Beautifully shot, great performances, great song, great lyrics. Well done to all involved.

Permissibility baby said:

Any beer who's brand strategy is simply 'let's justify beer drinking' is fine by me.

Long, painful said:

Bad 90s R&B isn't made better with beer.
Not funny, and too long.
Next.

I don't need two hands... said:

To applaud this. Outstanding work.

I’m just jealous guy said:

Beer ads are back to where they were. Agencies here should take note. Maybe lamb clients as well.

Sex Life said:

I feel sorry for the partners of commenters who think 3.47 is too long.

@Sex Life said:

I feel sorry for people who rip quotes from Bohemian Rhapsody.

Keep it comin' love. said:

If you don't love this, you don't love love, beer or fun advertising.

The world and the industry need more of this.

ZZZZ said:

I got bored after 1:36minutes

JJ said:

Got a good few laughs out of me. Well done.

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